Marketing Research and Technology: A Business Impact Report

This report delves into the significant impact of technology, specifically the SPSS software, on modern marketing research within today's business environment. It highlights the numerous benefits that SPSS offers, including enhanced data and text mining capabilities, enabling accurate custo...Read More

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Impacts of Technology on Marketing Research in Today’s Business Environment
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Table of Contents
Introduction.................................................................................................................................3
Impacts of Technology on Marketing Research in Today’s Business Environment..................3
Helps in data and text mining..................................................................................................3
Proper and accurate data analysis............................................................................................4
Enhancing marketing effectiveness.........................................................................................4
Proper data collection and organization..................................................................................5
Helps in predictive data analysis.............................................................................................5
Conclusion..................................................................................................................................5
Recommendations.......................................................................................................................6
List of References.......................................................................................................................7

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Introduction
Scientific advances depend on the large extent of technological transition in the business
environment. The discovery of SPSS, a statistical analysis software by technical researchers
has immensely has contributed to the success of research by different researchers in different
fields (Collis and Hussey, 2013, p. 100). ResMarket Pty, a Sydney based research firm greatly
depends on SPSS statistical analysis software in conducting market research in the Sydney
market where it majorly operates in different parts of the country. SPSS has been key to the
data mining, customer relationship management, business intelligence, and data analysis
processes of the company. This report aims at explaining the impact of technology (SPSS
software) on marketing research for ResMarket Pty in today’s business environment.
Impacts of Technology on Marketing Research in Today’s Business
Environment
The adoption of SPSS software provides numerous benefits to ResMarket Pty in the study,
analysis, and understanding of its target market. The adoption of SPSS will help the company
in undertaking accurate data mining, predictive analysis, and business intelligence based on
the research done on the market samples that would be used (Nimon, 2010, p. 12). The SPSS
software offers proper administration of institutional research based on the retail services the
firm offers to the customers in the market. Below are the possible importances that ResMarket
Pty Company stands to benefit from in the adoption of SPSS software as a new technology of
doing market research in the business environment.
Helps in data and text mining
SPSS software has been a useful data and text analytics tool of survey for researchers; this
gives ResMarket Pty an edge to the accurate customer needs analysis in the Sydney market.
Business researchers gain great insight into customers attitudes, demands, perceptions, and
opinions through the use of SPSS software that sorts data mined from different markets

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(Norusis, 2008, p. 18). ResMarket Pty will enjoy the advantage of unlocking open ended
responses from the customers for better statistical analysis of the Sydney retail business
market. Through the use of SPSS, the company would solve the most difficult issues with data
mining since all customers opinions and demands are presented in the graphical interface
from period to period for comparison to enhance control.
Proper and accurate data analysis
Research done statisticians suggest that SPSS software gives accurate data analysis based on
the sampled data used in any given market. ResMarket Pty needs to study the retail market in
Sydney gives the company a chance to benefit from SPSS software since sampling is required
in the study of market demands (Papadopoulos and Heslop, 2014, p, 88). The results obtained
from SPSS software as keyed in by the marketing researchers of a company gives an accurate
and genuine reflection of peoples tastes, demands, and preferences in every given market
segment. ResMarket Pty decision to use SPSS research software would help in the proper
application of basic maths into reality and practicability.
Enhancing marketing effectiveness
ResMarket Pty is a market research oriented firm whose aim is understanding the target
market demands and delivering quality retail products and services. The use of IBM SPSS
software offers businesses with a more simplified package of finding new market
opportunities, improving service delivery efficiencies, and enhancing risks minimization
(Trainor, 2011, p. 170). Model building in the understanding of target market needs helps in
capabilities automation that help marketing management in the spotting and resolution of
market challenges. The analysis of big market data is made accessible by the use of SPSS
software and hence significant customer retention through the delivery of desired products.

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Proper data collection and organization
Business researchers intensively use SPSS software while undertaking their researchers. The
study of the current business environment by companies depends hugely on SPSS, which is a
new research technology. The adoption of SPSS software by ResMarket Pty enhances proper
data entry into the spreadsheet software whose variables are easily calculated by the system
used an automated formula (Chen et al., 2012, p. 36). The company's adoption of this
technology stands to provide the company with immense benefits of proper data organization
once collected even over many years. Once the data is collected and entered into the software,
researchers can design output files from the data and use it in the analysis of market demands
from one period to another.
Helps in predictive data analysis
Predictive analysis helps companies in enhancing consistent control over ad hoc decisions by
marketing managers (Van Eck and Waltman, 2010, p. 60). ResMarket Pty company aims at
ensuring that the goals of the firm are achieved through the intensive market research that is
undertaken now. Being a predictive enterprise, the company would highly benefit from the
use of SPSS statistical software and hence gaining a competitive advantage over its rivals
(Biedenbach and Marell, 2010, p. 450). The setting of marketing strategic plan is enhanced by
the use of SPSS software that offers timely information for reference and hence increasing an
organization's ability to manage marketing risks hence increasing revenues.
Conclusion
Business research methods and statistical market research by the use of SPSS software offers
market researchers with simplified, easy, and non-mathematical ways to understanding the
use of statistics in market research. SPSS software has formed a solid base in marketing
research and enabled companies to achieve success through the use of SPSS confidently.
SPSS has been proven as the best design for practical research studies and interpretation of

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market data gathered. Also, the meaningful utilization of statistical information collected in
the field by marketing researchers helps businesses in improving productivity and
sustainability in the market. Therefore, ResMarket Pty should adopt the SPSS software while
undertaking marketing research to its target market in Sydney and other retail markets in the
world.
Recommendations
Given the above positive impacts of SPSS software technology on marketing research in
today's business environment, ResMarket Pty company needs to intensify its use of the
software to enjoy these incredible benefits. ResMarket should ensure that SPSS statistical
software is utilized in the collection of market data to to analyze the inputs and give valuable
outputs based on the target market's responses. Further, the company needs to ensure that data
and web mining undertaken is done using SPSS software to provide accurate data for future
comparison in the event of studying a new market. Lastly, the marketing management of
ResMarket Pty should use the data stored in the SPSS software technology in the prediction of
market demands based on historical analysis of the market’s changes.

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List of References
Biedenbach, G. and Marell, A., 2010. The impact of customer experience on brand equity in a
business-to-business services setting. Journal of Brand Management, 17(6), pp.446-458.
Chen, H., Chiang, R.H. and Storey, V.C., 2012. Business intelligence and analytics: From big
data to big impact. MIS quarterly, 36(4).
Collis, J. and Hussey, R., 2013. Business research: A practical guide for undergraduate and
postgraduate students. Palgrave Macmillan.
Nimon, K., 2010. Regression commonality analysis: Demonstration of an SPSS
solution. Multiple Linear Regression Viewpoints, 36(1), pp.10-17.
Norusis, M., 2008. SPSS 16.0 statistical procedures companion. Prentice Hall Press.
Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Trainor, K.J., Rapp, A., Beitelspacher, L.S., and Schillewaert, N., 2011. Integrating
information technology and marketing: An examination of the drivers and outcomes of e-
Marketing capability. Industrial marketing management, 40(1), pp.162-174.
Van Eck, N.J. and Waltman, L., 2010. Software survey: VOSviewer, a computer program for
bibliometric mapping. Scientometrics, 84(2), pp.523-538.