Analyzing the Impact of Technology on Marketing Research Methods

This report examines the significant impact of technology on modern marketing research, focusing on its role in data collection, analysis, and the evolution of research methodologies. It highlights how digital tools and online surveys have streamlined data gathering, reduced costs, and expanded the reach of market research. The report discusses the advantages of data analysis software like SPSS and Stata in handling large datasets, ensuring accuracy, and identifying trends. Furthermore, it addresses the emergence of new research roles and the need for skilled professionals in technology-driven marketing research. The report recommends that ResMarket Pty, a Sydney-based market research firm, adopt technology to enhance its efficiency and effectiveness, emphasizing the importance of investing in skilled personnel and advanced data analysis tools to stay competitive in the rapidly changing market landscape. The report provides valuable insights into the integration of technology in marketing research, emphasizing its role in improving business strategies and customer understanding.

Running head: TECHNOLOGY IN MARKETING RESEARCH
Technology in Marketing Research
Name of the Student
Name of the University
Author Notes

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TECHNOLOGY IN MARKETING RESEARCH
Table of Contents
Introduction:...............................................................................................................................2
Method used in Marketing Research using technology.............................................................2
Advantages in data analysis.......................................................................................................3
Initiation of new research roles..................................................................................................5
Conclusion and Recommendations:...........................................................................................5
Reference....................................................................................................................................7

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Introduction:
There is a significant impact that Technology has created in market research in
modern days. Data collection which is one of the essential parts of marketing Research was
earlier done through manually and also has to be recorded in Manual notebook. With the
introduction of digital technology it is easily possible for all marketing research companies to
easily collect store and process valuable relevant information in the domain. Technology has
also enabled various effective tools that can be used in marketing research.
The aim of the current report is to discuss the positive impact of Technology
marketing research in today's business environment. The outcome of this report will help
ResMarket Pyt, which is the Sydney based market research firm to adopt the technology. The
report will therefore help the stakeholders of the company to understand the importance of
adopting digital technology and the way it can help their business to improve in spite of the
high cost that are involved in its adaptation.
Method used in Marketing Research using technology
Marketing research is an important part of Data Collection process from the external
market environment, which ultimately helps in the process of making business and marketing
plan for a business organisation. It is important for all marketing Research Organisation to
use the best methods in research that is enhanced with the help of latest technology. Winer
and Neslin (2014), have suggested that it is important to define the problem of research in
marketing which is the primary step. In the subsequent step it is important to propose a
perfect Research Design. Due to the implication of Technology, it is important for the market
researchers to develop separate design that can help to enhance the overall process of Data
Collection and sampling.

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Babin and Zikmund (2015), have mentioned that online survey is one of the popular
ways of collecting market research data that is done with the help of latest digital platforms.
One of the major advantages of these online surveys is due to the fact that it can help reduce
the overall cost. This process is highly dependent upon web based Data Collection method
and email survey that are believed to be few of the attractive ways adopted by market
researchers. According to Trainor et al. (2014), with the help of online survey this possible
for the market researchers to save huge amount of time that was earlier needed in the process
of manual data collection. As most of the information is being collected in automatic method,
it is not required for the surveyors to wait to collect data. Moreover, it is also possible for the
market researchers to reach out to wide range of audience as it is done with the help of online
digital platforms (Norman and Verganti 2014). For example it is possible to design the online
survey for the help of social media platforms, where it is possible for several of the users to
express their opinion about any marketing research topics.
Accuracy is also one of the major advantages that are gained with the help of online
surveys. As all the data collection process is done with the help of programming software,
there are much less chance of errors that was a major disadvantage of manual data collection
process. It is also possible for the participants of the survey to easily express their opinion
and for the market researchers it allows them to collect data from wide range of audience.
This can also allow them to provide better result of the marketing research (Neuhofer et al.
2014).
Advantages in data analysis
Data analysis is also one of the major advantages of use of technology in marketing
research. According to Lin and Atkin (2014), as data are collected through online process it is
possible for the market researchers to apply latest software that is used in the process of data

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analysis. The statistical analysis of the collected data is an essential part of marketing
research. Earlier days, this analysis has to be done manually, where there were huge risks of
errors. Huang et al. (2016), have suggested about the SPSS and Stata, which are few of the
popularly used data analysis commercial software that are used by the current market
researchers. High level of accuracy can be obtained with the implication of these data
analysis software. Both quantitative and qualitative method of data analysis can be implicated
with the help of this software. In many cases it has been seen that, market researchers often
face challenge while processing huge amount of data that are collected from online surveys.
The data analysis software can easily manage the huge bulk of data and also help them to
store for all future references. Transcription analysis which is one of the essential parts of
qualitative research method can also be achieved along with text interpretation and coding.
This part is essential in Analysis of data that has been collected from interview of various
individuals (Henseler et al. 2016).
The data analysis software also have the feature of content searching tools, which can
help the market researchers to easily search for any vital information from the bulk of
collected data. Data collected can also be compared and linked with other relevant data of the
past. With this it is possible for the market researchers, analyse the changing environment of
business. This thing is necessary for the business forms to bring about significant
modification in their marketing plan. Mapping and networking is also one of the major
features of data analysis software, which can help the market researchers to identify any
flaws or fake information that has been collected in the overall process of marketing research
(Malhotra et al. 2013).

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Initiation of new research roles
With the implication of Technology in marketing research it is important for all
marketing research companies like ResMarket Pyt to hire new skills and workers. Multiple
tasking skills are one of the important features that allow the company to deal with the most
of the important tasks related to Marketing research (Mittelstaedt et al. 2015). Hence it is
possible for all marketing research business firms to create new job opportunities and
Technology is being implicated in their investigation activities.
Conclusion and Recommendations:
Hence it can be concluded that in spite of the high expense that is involved in the
implication of Technology in marketing research activities, it is possible for the business
firms to gather precise and accurate relevant data. This can ultimately help the marketing
research to provide better result of the investigation work.
It is also important to mention in the context that in current days it is essential for all
business organisations to have accurate and latest information related to the external
environment of marketing. As the demands of the customers are changing rapidly, it is
important to gather all the latest information, which will allow the companies to modify them
business plan and stay ahead in the competition. The online marketing survey is one of the
major advantages that allow the companies to save both cost and time that is needed in
marketing research.
Hence it is important in this context, for ResMarket Pyt marketing research company to
adopt the technology in their marketing research activities. It is also recommended for the
company to hire skilled software experts, who can make best use of the data analysis and data

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collection process that is needed to provide accurate and better marketing research result. The
use of the latest data analysis software is also recommended for the company. At the initial
stage, it is recommended that the company should modify the infrastructure so, which will
allow them to make the best use of the technology in all the marketing research activities.

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