Impact of Technology on Marketing Research in Today’s Business Environment

Running Head: Marketing
Marketing
Impact of Technology on Marketing
Research in Today’s Business
environment

Marketing P a g e | 1
Table of Content
Impact of Technology on Market Research in the Business Environment.............................................2
Social Media Technology......................................................................................................................2
Improvements in Data collection Methods and Techniques..............................................................3
Techniques of Enhanced Data Analysis.............................................................................................3
Big Data Inform Research.................................................................................................................4
References.............................................................................................................................................5

Marketing P a g e | 2
Impact of Technology on Market Research in the Business
Environment
Introduction
Technology has transformed the way business organization functions, from checking emails
to editing a business presentation; technology has penetrated all aspects of business
environment. Technology has even transformed Marketing research and has helped it to
become more robust and efficient. Social media technology, data analytics, improvements in
data collection methods, mobility and mobile computing has made marketing research to be
extremely beneficial to all the possible beneficiaries of the report. The section will entail the
role of Social media technology and how big data analytics are being the game changer for
the industry (Bryman & Bell, 2015).
Social Media Technology
Social media is one platform which has seen the maximum transformation, development and
adoption in the last couple of years. The platform which was invented by Mark Zuckerberg in
the early 2000s have transformed from just being a communication platform to a facilitator of
in depth customer insight. The platform has been created in such a manner that customer
organically drop their data on these platforms. The data from the customers is then used to
increase the customer experience and help them in making the right purchase decisions.
Facebook is the largest social media platform which has over 1.2 billion people on it;
Facebook collects the data by engaging with the customer audience and by tracing their
journey on the web. The data is of big help to the marketing agency, and in turn to the
business organization who can then use the data to create products, idea, services or any other
thing which has a value for the consumers (Hair et. al., 2015).
Social media has also evolved as a great platform for collecting unfiltered feedback from the
customers; this feedback is then utilized by the marketing research organization for devising
ways for service recovery. The beauty here lies that customers organically share their details,