The Impact of Technology on Marketing Research: A Comprehensive Report

This report investigates the significant impact of technology on marketing research within today's business environment, focusing on ResMarket Pty's decision to adopt new technologies to enhance their marketing research activities. The report explores various facets, including the effects on organizations, consumers, product and pricing strategies, big data utilization, and purpose-driven marketing. It highlights how technology has simplified data collection, improved consumer engagement, and enabled sophisticated data analytics. The report also addresses challenges like consumer privacy and ad blindness while emphasizing the importance of adapting to evolving trends, particularly in social media and user-generated feedback. The conclusion underscores the benefits of adopting new technologies for companies, emphasizing the need for collaboration with technology experts to remain competitive and meet consumer demands. The report draws on various research sources to support its findings.

Running head: MARKETING RESEARCH
Marketing Research
Name of the Student
Name of the University
Author Note

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Executive Summary
The purpose of the following report is to highlight the company, ResMarket Pty that has decided
to adopt new technologies to enhance their marketing research activities for their clients and to
remain competitive in the market. Nevertheless, there are still scepticisms because of the cost of
the technologies. The discussion in this report focuses on the impact of technology on marketing
research in today’s business environment. The report also discusses about the marketing
research. The conclusion highlights what the company stands to benefit if they adopt these new
technologies into their operations.

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Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Impact of technology on the Organization..................................................................................3
Impact on the Consumers............................................................................................................4
Impact on product and price........................................................................................................4
Impact on big data and technology..............................................................................................5
Impact on purpose driven marketing...........................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................8

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Introduction
Marketing research is the function, which links the consumer, customer and the public to
the marketer through the help of information that is available (Malhotra, Birks and Wills 2013).
The information is used to identify and define the marketing opportunities and problems,
generate, refine and evaluation of the actions involved in marketing. There is also monitoring of
the marketing performance along with improving the understanding of marketing as a process.
The discussion in this report focuses on the impact of technology on marketing research in
today’s business environment. The report also discusses about the marketing research (Bloom et
al. 2014). The conclusion highlights what the company stands to benefit if they adopt these new
technologies into their operations.
Discussion
Technology has made market research easier by moving data collection capabilities
online. The discussion comprises of the impact of technology on the organization, the consumer,
impact on product and price, the impact on big data and technology and impact on purpose
driven marketing (Baker 2012). The availability of technology that is the big data coupled with a
wide variety of digital marketing channels offers with a substantial opportunity for the marketing
professionals. The area of marketing has a substantial impact by the number of technological
factors that are evolving with time. The organizations have access to more data than before. The
modern organizations obtain, organize and utilize these data. The consumers are also impacted
by the changes in technology that take place in the market.

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Impact of technology on the Organization
Technology has had an impact on the ability to collect and organize the marketing data from the
perspective of the organization. The technology provides help to channel the organization to
reach its consumers. The process of developing the different types and formats of advertising
assets is also enabled with the help of technology. The organizations have the scope to gather a
greater amount of data and a larger space to communicate with its consumers. In the past few
decades, there has been a progress in technology (Venkatesh, Thong and Xu 2012). The
gathering of information and communication by the organization has become easier than before.
As a marketer when one considers the impact of technology it is important to maintain relevant
options and channels which are to be utilized to communicate with the existing consumers. Some
of them are banner advertisements, blog posts, table ad formats, social networks, search engine
results, online reviews and so on. Technology has helped to make data analytics more
sophisticated in nature. This enables to strengthen the customer relationship management.
Impact on the Consumers
When one visualizes from the side of the consumer marketing becomes integrated
towards the everyday life. Due to the enormous amount of information that is available, the
consumers tend to have an impact from the privacy point of view. Another impact of technology
change on marketing is the issue of ad blindness. The consumers thus tend to evolve a capacity
to ignore the sponsored advertising content (Babin and Zikmund 2015).
Impact on product and price
The impact that technology has on the market research is very significant. The social
media is a powerful market research tool. The product and consumer lifecycle is changing fast
and this is occurring due to the change in technology. Technology has changed the product

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services. For example in this field of professional selling services, the internet is helping the
organization to develop new products that are better for consumers (Haeussler, Patzelt and Zahra
2012). The use of extranet also enables the organization to be confident about certain clients. The
extranets provide with access to the internal system of the firm that adds value to the service of
the organization. The technology helps the customer to compare prices while buying a product
and service (Rodriguez, Peterson and Ajjan 2015). The company needs to provide the similar
services as its competitor at a lower price or increase the profit margin of the organization.
Impact on big data and technology
The big data and technological advances are providing with a whole arrangement of
possibilities across the traditional quantitative and qualitative spectrum of the market research.
The big data provides for the promise of sample sizes. Technology has enabled new
methodologies with the help of mobile data collection tools and wearable to collect data that is
close to the consumer. Thus, this helps to avoid the over-reliance on self-report. The general
response within the market research industry seems to be that the big data analytics could
balance rather than replacing the more traditional market research practices as the surveys and
the focus groups (Chen, Chiang and Storey 2012). The market research industry has shaped new
opportunities that have been offered by the big data and technology to understand the consumer
behavior. The technology enabled data collection method helps the market researchers to build a
more accurate and comprehensive understanding of the consumers.
Impact on purpose driven marketing
Purpose driven marketing is becoming increasingly popular and technology plays a role
in its rise. The marketers are shifting the manner in which they are thinking by information the

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consumers about the respective organization. The marketing research methodologies with the
help of the new technology attract new customers.
Conclusion
The advancement of technology has a great impact on the marketing research that is due
to the appearance of revolutionary new research strategy. Some of these rising technologies are
the online search engines, biometrics, social media networks, and mobile phones with GPS
tracking and improve in the computational speeds. The market research technology continues to
evolve. The present and future trends point at the social media and user-generated feedbacks
where analyzing what the consumers have said is possible rather than observing it. The ability to
adapt to these new trends is an important factor for the organization to remain competitive and
deliver the products and services that the consumers want and need. The main challenge for the
market researchers is the ability to establish fruitful collaborations with the relevant experts who
operate in the technology industry in a traditional manner.

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References
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Venkatesh, V., Thong, J.Y. and Xu, X., 2012. Consumer acceptance and use of information
technology: extending the unified theory of acceptance and use of technology.
Rodriguez, M., Peterson, R.M. and Ajjan, H., 2015. CRM/social media technology: impact on
customer orientation process and organizational sales performance. In Ideas in Marketing:
Finding the New and Polishing the Old(pp. 636-638). Springer, Cham.
Bloom, N., Garicano, L., Sadun, R. and Van Reenen, J., 2014. The distinct effects of information
technology and communication technology on firm organization. Management Science, 60(12),
pp.2859-2885.
Baker, J., 2012. The technology–organization–environment framework. In Information systems
theory (pp. 231-245). Springer New York.
Haeussler, C., Patzelt, H. and Zahra, S.A., 2012. Strategic alliances and product development in
high technology new firms: The moderating effect of technological capabilities. Journal of
Business Venturing, 27(2), pp.217-233.
Chen, H., Chiang, R.H. and Storey, V.C., 2012. Business intelligence and analytics: From big
data to big impact. MIS quarterly, 36(4).

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