MRC (Pty) Ltd is a Brisbane-based marketing research consultancy. The company is considering new technologies in order to enhance their marketing research capability and provide a more efficient and accurate service for their clients. The client base of MRC is currently medium-sized FMCG companies, which includes IGA and the 7Eleven franschisor. MRC intend to join the earlyadopters of data analytics technology users with the major source of data being social media. MRC has no detailed knowledge of how this technology works and have asked you to prepare a report entitled: “The impact of technology on marketing research in today’s business environment.” This report should be addressed to the Executive Management Team of MRC. The aim is to identify what the company stands to benefit if they adopt these new technologies and try to persuade the Executive Team to make a decision to do so.
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