Purpose: Positioning the commercial real estate sector as alternative and complementary foreign exchange earner will not only help to relieve the stress on Nigeria’s oil sector, but also support diversification in the economy. This, however, requires effective and efficient conduct of quality market research which seems to be lacking in the study area and in developing economies generally. The aim of this study was to examine the quality of market research report being conducted for commercial real estate investment to ascertain whether same is in line with international best practices and in achieving this, several objectives were set. 

Design/Methodology: The study area is Lagos Metropolis. Cross-sectional survey research design was applied. Data were screened, coded, and analysed using the Statistical Package for the Social Sciences (SPSS) version 23.0. Results were presented using descriptive statistics. Pearson Product Moment Correlation and Multiple Regression Analysis were used to test the stated null hypothesis at 0.05 level of significance.

Findings: Results from the study shows as follows: that the cost of research (X = 4.313.0) is the most factor militating against conducting effective market research; market research influences the marketability of the investment by increasing financial performance (X = 4.03 > 3.00); the quality of market research is positively related to real estate investment decision as evidenced with a yield of the calculated “r” (r – cal. = 0.645; p=0.00<0.05) which is significant at 5%, there is a significant correlation between marketability of commercial real estate (mean score of 29.73) and real estate investment decisions (mean score of 31.04).

Practical implications: This study recommends standardization of market research framework for more efficient market research reports to guide investment decisions.