However, it must be noted that not all pieces of information are relevant. In marketing research, information gathering must be systematic and objective in order to provide a comprehensive and relevance information to the researcher. This will aid decision making. Information technology is the technology that supports activities involving the creation, storage, manipulation and communication of information together with their related methods, management and application Adeleke, The rate at which information technology is being developed will definitely change the process of marketing research in Nigeria.
However, the development of information technology will bring about rapid change and development in marketing research. Information is the life blood of both an individual and organization. It is pivotal and essential to the growth and survival of every organization. Information technology will enable the decision makers, marketing researchers and marketers to identify clearly the marketing problems and opportunities.
Marketing researchers can now access millions of pages of information on the internet including electronic books, journals, abstracts, etc. Electronic library facilities are available, such as the Nigerian Virtual University Library, the African Digital Library, on line etc. This paper is intended to identify and examine the role of information technology in marketing research in Nigeria. Improved development of marketing research through marketing information technology so as to meet up with the changes in the customers marketing practices.
Any marketing organization that refuses to cope with these challenges will not sell because information through technology is the parameter for success in the market place. According to Adeleke the world is being driven to telecomputing and marketers must follow suit. This is perhaps one of the greatest challenges to marketing. The development of computer has perhaps triggered off development of technology. Shokan defines computer as a machine or collection of mechanical and electronic devices connected into a unit or system capable of processing data.
It is a fast and accurate symbol manipulating system that is organized to accept, store and process data and produce results under the direction of stored programme instructions. The development of information technology such as computer, internet etc would definitely change the practice of marketing research on a global level.
Information technology refers to the technical side of an information system. It includes hardware, databases, software networks, and other devices. As such Turban sees information technology can be viewed as a subsystem of an information system. Sometimes, the information technology is also used interchangeably with information system or it may even be used as a broader concept that describes a collection of several information systems, uses, and management for an entire organization.
Hartzell defined information Technology as the process of gathering, recording, storage, processing and dissemination of information and represents the latest form of man-machine interface. It combines the technology of computer with that of communications. Information technology involves the use of computer systems and communication facilities.
Busch and Houston defined marketing research is defined as the systematic and objective search for and analysis of information relevant to the identification and solution of marketing problems. Marketing information is sourced through marketing research and marketing information system MIS. However, Achumba views marketing research as the systematically and objectively gathering, recording and analyzing of all marketing facts about problems relating to the transfer and sale of goods and services from the producer to the consumers and for provision of information to the marketing managers for decision making.
A critical gap is identified in this article; specifically, effort is needed to better integrate the perspectives of data collection and data analysis given current research conditions. SAGE Publications. Tel: ; Tel: ; Fax: ; e-mail: journals sagepub. Information technology IT has revolutionized this whole process through mediums like computers, networking, storage, and other physical devices today.
Businesses heavily engage and depend on Information technology to run their businesses in a smoother and efficient way to increase profitability. Information technology offers multitude tools to all to enhance knowledge and business.
Here are five tools that everyone in the Information Technology industry should be using for better functionality and enhancement of business. Cloud computing by way of delivery of hosting services over the internet has simplified the daily tasks much easier and more efficient. Incorporating a cloud into your IT procedures enables you to focus on maximizing the usage of your shared resources, thereby saving a lot of your time and energy.
Mobile technology is a great way to become flexible and have the freedom with operate your business from anywhere and anytime with a stable internet connection. Market research FAQs. Businesses use this information to design better products, improve user experience, and craft a marketing strategy that attracts quality leads and improves conversion rates. Sure, you might have a general idea of who they are and what they need, but you have to dig deep if you want to win their loyalty.
Obsessing over your users is the only way to win. For example, analytics can tell you that customers leave when they reach your pricing page, but only research can explain why. Have you ever watched your colleagues rally behind a terrible decision?
Customers might use your product in a way that surprises you, and features that seem obvious to you might confuse them.
Over-planning and refusing to test your assumptions is a waste of time, money, and effort because you will likely need to make changes once your untested plan gets put into practice.
Lean User Experience UX design is a model for continuous improvement that relies on quick, efficient research to understand customer needs and test new features. Four common types of market research techniques include surveys, interviews, focus groups, and customer observation. Surveys are a form of qualitative research that ask respondents a short series of open- or closed-ended questions, which can be delivered as an on-screen questionnaire or via email.
What makes online surveys so popular? Plus, the data is pretty straightforward to analyze, even when you have to analyze open-ended questions whose answers might initially appear difficult to categorize. We've built a number of survey templates ready and waiting for you. Grab a template and share with your customers in just a few clicks. Interviews are one-on-one conversations with members of your target market. Regardless of how you conduct it, any type of in-depth interview will produce big benefits in understanding your target customers.
Doing it right is expensive, and if you cut corners, your research could fall victim to all kinds of errors. Dominance bias when a forceful participant influences the group and moderator style bias when different moderator personalities bring about different results in the same study are two of the many ways your focus group data could get skewed.
During a customer observation session, someone from the company takes notes while they watch an ideal user engage with their product or a similar product from a competitor. The following four steps will give you a solid understanding of who your users are and what they want from a company like yours. A user persona is a semi-fictional character based on psychographic and demographic data from people who use websites and products similar to your own.
How to get the data: use on-page or emailed surveys and interviews to understand your users. Instead, focus on the role these people play as it relates to your product and their goals. How Smallpdf did it : Smallpdf ran an on-page survey for a week or two and received 1, replies, which revealed that many of their users were administrative assistants, students, and teachers. Then they created simple user personas like this one for admins:. Creating Word documents from a scanned, hard-copy document or a PDF where the source file was lost.
Observational research involves taking notes while watching someone use your product or a similar product. Smallpdf did this with university students. Kristina Wagner, an Interaction Designer from Smallpdf, went to cafes and libraries at two local universities and waited until she saw students doing PDF-related activities.
Then she watched and took notes from a distance. One thing that struck her was the difference between how students self-reported their activities vs.
Students, she found, spent hours talking, listening to music, or simply staring at a blank screen rather than working. When she did find students who were working, she recorded the task they were performing and the software they were using if she recognized it.
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