Technological Adaptation in Marketing Research: ResMarket Pty Analysis

This report analyzes the need for technological adaptation within ResMarket Pty, a Sydney-based market research company. It explores the benefits of implementing modern technologies such as communication tools, CRM software, and statistical analysis software to improve efficiency and gain a competitive edge. The report identifies specific technologies like Zendesk, HubSpot, and SPSS as suitable solutions for ResMarket Pty's needs, highlighting their impact on productivity, organizational structure, operations, and costs. The conclusion emphasizes the importance of selecting appropriate technologies aligned with the company's goals and organizational functionality to enhance market sustainability and operational effectiveness in a competitive business environment. The report provides insights into how technological advancements can reduce operational time, increase business growth, and maintain a competitive advantage.

Marketing Research

Table of Contents
Table of Contents.....................................................................................................................................2
Introduction:.............................................................................................................................................2
Need analysis for technological adaptation:............................................................................................2
Technologies available for adaptation:....................................................................................................3
Modern technologies appropriate for ResMarket Pty :............................................................................3
Impact of modern technology:.................................................................................................................4
Conclusion:..............................................................................................................................................5
Reference list:..........................................................................................................................................6

Introduction:
In the contemporary business scenario, technological advancement is one of the key factors
for market sustainability. The market has been expanding significantly in last few decades
which need modern technological adaptation to sustain in competitive business environment.
In the present discussion, ResMarket Pty has been chosen for the technological advancement
of the comprehensive development in the business operations for the market penetration as
well as competitive advantages. ResMarket Pty is a Sydney based research company which
mainly works as the third-party organisation for conducting market research for the
understanding of the market scenario. The research procedure involves primary and
secondary methodologies where statistical data analysis and effective communication is
needed for the faster and effective research completion. In the following discussion, a report
has been developed for the understanding the scope of technological adoption in the chosen
organisation.
Need analysis for technological adaptation:
In the modern and highly competitive market scenario, technological adaptation is a much-
needed advancement for the impact on the day to day basis organisational functionality.
Effective technological functionality induces factors for market sustainability as well as
competitive advantage over other competitors in the market (Lehouxet al. 2014, p.1028).
Therefore need analysis for the adaptation of modern technologies in ResMarket Pty
organisational functionality is required for understanding the impact on the organisation. The
ResMarket Pty is a third party research organisation for the market analysis for marketing
firms and educational institutes. The research methodology constitutes of primary and
secondary research which involves statistical analysis and data collection. Both the processes
are time to consume and need strong financial support. Therefore, technological adaptation
helps to reduce research times and money required for the process. Apart from the regular
adaptation of technologies, modern and effective communication system and operational
software are needed for smooth organisational functionality. Effective organisational
functionality induces business efficiency and overall business growth. Therefore it is obvious
to adapt modern technologies for the sake of business growth and competitive advantage over
market competitors (Pellinget al.2015, p.122 ).
Technologies available for adaptation:

Communication tool: modern consumers willing to connect effectively and efficiently with
the organisations using various channels which offer 360-degree support and services.
Therefore, ResMarket Pty needs to implement issue tracking and ticketing software for the
effecting communication within the organisation and external communication (Appelbaum,
2013, p.56).
CRM (customer relationship management) software: contemporary business organisations
need effective CRM software for managing business processes such as consumer data,
business information access, and consumer interaction etcetera. Therefore implementing
CRM software will increase the functionality of the organisation which induces business
growth and market sustainability (Crowley et al.2015, p.65.).
Statistical analysis software: organisation like ResMarket Pty needs statistical analysis
software for analysis of the data collected for primary research. The statistical analysis
required the involvement of time and minutes calculations which have a scope of errors and
misleading information. Therefore implementing the statistical software effectively decreases
the scope of error and requires less time for the analysis which is an important factor modern
business environment (Ford, 2014, p. 78).
Modern technologies appropriate for ResMarketPty :
Online workspace
Communication tool within the business organisation is needed for effective communication
and relay of information among the employee. Online workspace including chat and file
sharing is needed for the information sharing and faster and accurate transfer of files and data
(Pellinget al.2015, p.122 ).
Zendesk: Issue tracking and ticketing software
It is the one of the best issue tracking and ticketing software for effective customer service
where Zendesk registers all customer support calls and issue tickets for tracking the
complaint. There is a shared inbox for the consumer issues and concerns which eventually
delivered to the company emailing system for acknowledgement and resolve.
HubSpot: CRM software

It is a customer relationship management software effective for ResMarket Pty where it deals
with consumer data, business information and project data etcetera.
SPSS: statistical analysis software
It could be used for the faster and accurate statistical analysis of the primary data collected
from surveys and research.
Impact of modern technology:
Implication: the primary impact of technological adaptation in the organisation is the
increased productivity which could be induced in the organisation through the reduction of
time for operation and elimination of minor functional activity. Therefore the overall
productivity of the organisation increases along with a significant business growth which
helps to achieve the competitive advantage and sustainability (Appelbaum, 2013, p.56).
Structural change: The organisational hierarchy adapts the modern technology which helps to
rearrange the organisational positions and for the smooth operation of the organisation.
Hence productivity could be increased significantly (Crowley et al.2015, p.65.).
Operational: the time consuming and tedious office job could be reduced due to the
adaptation of the modern technology and therefore change in regular organisational operation
could decrease the time and hence increases the productivity of the organisation (Lehouxet al.
2014, p.1028).
Cost: the initial cost of incorporation of modern technologies is high but the value added to
the organisational operation could be beneficial for the organisation in long run. Therefore
implementing modern technologies in the organisation is needed for the business growth and
as well as market sustainability (Ford, 2014, p. 78).
Conclusion:
From the above discussion, it has been concluded that modern technologies are the intrigued
part of the organisational development and hence help to get the competitive advantage over
other competitors in the market. There are many technologies available that could be adapted
for the organisation but choosing suitable technology for the organisation and assessing the
adaptability in line with the organisational functionality and goal setting is need to be
understood for the benefit of the organisation and the employee as well. Implementing

suitable technologies reduces the time for day to day basis organisational operation and
tedious operations which induce an overall increase in the business operation and hence an
organisational growth could be observed. More and updated modern technologies could help
to increase the market sustainability and effectiveness of the organisational functionality
which is important for achieving an advantage in the highly competitive market.

Reference list:
Appelbaum, E., 2013. The impact of new forms of work organization on workers. Work and
Employment in the High Performance Workplace, 120.
Crowley, D. and Heyer, P., 2015. Communication in history: Technology, culture, society.
Routledge.
Ford, J.K., 2014. Improving training effectiveness in work organizations.Psychology Press.
Lehoux, P., Daudelin, G., Williams-Jones, B., Denis, J.L. and Longo, C., 2014. How do
business model and health technology design influence each other? Insights from a
longitudinal case study of three academic spin-offs. Research Policy, 43(6), pp.1025-1038.
Pelling, M., O’Brien, K. and Matyas, D., 2015.Adaptation and transformation. Climatic
Change, 133(1), pp.113-127.