The Impact of Technology on Marketing Research

There is much discussion of the impact and use of new databases but little normative information has been offered about how new technologies affect research and decision making processes. In this paper, a model is presented which outlines the steps of a statistical study. If used properly, new and emerging technology can help close the gaps inherent in statistical studies and therefore improve the effectiveness of marketing research. The key to understanding how to best apply new technologies is a thorough understanding of the gaps inherent in statistical studies and the assumptions used to bridge those gaps in market research.