2MARKETING RESEARCHKnowledge about the demands and preference of existing customers such as factorsinfluencing buying decisions, their perception about products and key decision factorsFacilitates identification of potential customersProvides knowledge regarding consumer behavior patterns and needs to evolved currentproducts and servicesAnalysis of competitors to determine position in business marketIdentifying new business opportunities (Sekaran and Bougie 2016)Hence, for organizations like ResMarket Pty, getting access to such information manuallywill require great time and effort. However, adapting appropriate technology for marketingresearch gives the advantage of saving time and getting access to broad and authenticinformations too. Impact of technology on marketing researchFor the Sydney based research firm, adapting technology in marketing research despitehigh cost is necessary. This is because technological advancements and integration of suchtechnology will greatly boost their marketing research related activities. The use of digitaldevices like social media sites or other important applications can provide holistic view of thebusiness situation. Access to new data inputs and crucial marketing information will help thecompany to evolve and provides organizations meaningful insights for practical application intoday’s business environment. Currently, there is no dearth of technology for marketers. Wave of new technology isdominating the business world today. Earlier business relied on internet advertising, emails andtext messaging. However, the whole business process and promotion methods has now

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