Market Research and Technology: JWS Research Report Analysis

This report examines the significant impact of technology on market research, using JWS Research, an Australian-based company, as a case study. The report begins with an overview of JWS Research, detailing its operations and commitment to providing efficient advice to clients and the government. It then explores the technological tools employed by the company, including online surveys and forums, social media, and mobile technology, highlighting how these tools enhance research processes and expand reach. The report further discusses the benefits of these technologies, such as increased efficiency, accurate results, and cost reduction. The integration of mobile technology streamlines data collection and analysis, enabling simultaneous processing and improving the overall quality of services. The report concludes that embracing technology is crucial for companies like JWS Research to maintain a competitive edge and deliver superior outcomes to their clients. The report also includes references to supporting research papers.

Running head: JWS RESEARCH
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MARKET RESEARCH

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Table of Contents
Introduction:...............................................................................................................................................2
Overview of the company:..........................................................................................................................2
Technological tools used by the market research company:.......................................................................2
Benefits of using the tools:..........................................................................................................................3
Conclusion:..................................................................................................................................................4
References:..................................................................................................................................................5

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Introduction:
This is the report that focuses on impact of technology on the market research. It initiates with
the discussion of the company called JWS Research that operates in the research market industry
in Australia. The company uses many technological tools in their process to enhance the same.
This report provides the information about such tools followed with the discussion of the benefits
of using such technological tools.
Overview of the company:
JSW Research is the market research company based at Australia. The employees at the firm are
very passionate and provide efficient advices to their clients after conducting timely research.
The company not only serves the private clients but also serves the government of the country
with different research outcomes so that the decision by the government can be made on some of
the social issues (Hsu and Lin, 2008).
Technological tools used by the market research company:
Technology is the subset of very field these days. This is because all the process and the system
in the companies are becoming technological advanced with the innovations that are taking place
with high rate (Petruzzellis, 2010). Market research is one of the fields that are very much
affected by the technological advancement. Some of the tools that have been sued by the
company of market research are:
Online survey and forums: this is the first approach technology that the company is using in
terms of conducting online surveys and research. The true issue is the online survey technology
used by JWS Research. This allows the company to conduct different types of surveys and target
the audiences according to the survey (Krasnikov and Jayachandran, 2008). This online survey
helps the company to reach the masses in order to conduct the research. As the company also
deals it government projects so they have to target and segment the audiences and the
respondents. This online way of conducting survey also helps in the same.

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Social media: It is the most basic tool that can be used by any of the company for market
research and marketing purposes. JSW also uses this tool for market research when the company
deals with nay of the products based firm or client. This is because the research in this case needs
to be conducted with the public and the customers. Social media is the tool that can support the
research processes and the researchers to have accurate and better outcomes as they have large
sample size (Stone, Good and Baker-Eveleth, 2007).
Mobile technology: Mobile technology is also used by the employees of the company in order to
support the research. It reduced the time and cost of the company to conduct research. This is
because new technology helps the researchers to track the location of the respondents
(Kesharwani and Singh Bisht, 2012). The employees who work on field can also use the mobile
technology to be connected with the centre and providing them the information at that time only.
All the technological tools that have been discussed are used by almost all the companies in the
market research industry. It is important for them to make use of these technologies in order to
upgrade their tools and processes. It helps them to make their work more efficient and their
results more accurate.
Benefits of using the tools:
Using the above discussed tools allow the companies to have improved work efficiency.
Following are some of the benefits enjoyed by the company:
Reduction in efforts and time: It has been analysed that using these technological tools helps the
researchers to save their time and efforts. This is because the older tools that are not conducted
online require more efforts and time of the researchers and the employees to go on the field and
collect the data.
Efficient and aligned process: integration of mobile technology with the research helps in
collecting and storing the data from the location itself. This allows the data analytics team to start
work on the data collected simultaneously (Malhotra, 2007). In earlier times, the data is first
collected and then sorting and analysis was done. But, now both the processes can be done
simultaneously.

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Accurate results: when the researchers used to go on field and collect the data from different
respondents, they cannot be able to cover large sample size. With the use of these new
technological tools they can reach masses and collect the data from large sample thus, made the
result more accurate (Mohr, Sengupta and Slater, 2009). The accuracy in result allow the
company to provide better outcomes to the clients and thus clients can take better decision
regarding the market situations.
There are many other benefits that can availed by the companies such as increasing brand image
of the company, better quality of services and better business. It also helps in retaining the
clients. As JSW is doing great with its services, it has some major clients such as Google, Visa,
Mineral Council of Australia, eBay, etc.
Conclusion:
This report concludes that technology has great impact on the business functions these days and
one of the major functions that are affected by the technological advancement is marker research.
This is because this is the field where technology is used to conduct the research and getting
more accurate results. New technologies and their interaction in the market research system help
the companies like JSW to attain the competitive advantage in terms of technology. This
competitive advantage results in better and improved business quality of the company and also
allows the firm to compete with the competitors. It is require t be updated with the latest
technology in the field of market research because the results of the research is the basis of
strategies that the clients of the company make in order to serve the market.

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References:
Hsu, C.L. and Lin, J.C.C., 2008. Acceptance of blog usage: The roles of technology acceptance,
social influence and knowledge sharing motivation. Information & management, 45(1), pp.65-
74.
Jwsresearch.com. 2017. JWS Research - Find out what they're thinking.. [online] Available at:
http://jwsresearch.com/#about [Accessed 20 Aug. 2017].
Kesharwani, A. and Singh Bisht, S., 2012. The impact of trust and perceived risk on internet
banking adoption in India: An extension of technology acceptance model. International Journal
of Bank Marketing, 30(4), pp.303-322.
Krasnikov, A. and Jayachandran, S., 2008. The relative impact of marketing, research-and-
development, and operations capabilities on firm performance. Journal of marketing, 72(4),
pp.1-11.
Malhotra, N.K., 2007. Marketing research an applied orientation. Pearson Education India.
Mohr, J.J., Sengupta, S. and Slater, S.F., 2009. Marketing of high-technology products and
innovations. Pearson Prentice Hall.
Petruzzellis, L., 2010. Mobile phone choice: technology versus marketing. The brand effect in
the Italian market. European Journal of marketing, 44(5), pp.610-634.
Stone, R.W., Good, D.J. and Baker-Eveleth, L., 2007. The impact of information technology on
individual and firm marketing performance. Behaviour & Information Technology, 26(6),
pp.465-482.