MarTech in Marketing Research

Utilizing Marketing Technologies (MarTech) in marketing research could be technologies supporting data collection, data processing, and data visualization in an easy-to-understand way (e.g., by graphs).

One of the tools which many are well familiar with is SruveyMonkey, the platform to create survey links widely used. Now, SurveyMonkey is not only the platform to create survey links, but it also has interesting features which are useful to marketing research.

1. Easily create survey links, without coding or any computer language required

There’s an automated system which allows anyone to easily create survey links in SurveyMonkey without any knowledge of coding or computer language required.
Among many platforms, SurveyMonkey allows you to put logic in a survey (e.g., Answering ‘Men’ in Question 1 and answering ‘is infected with ovary cancer’ would be notified as invalid answers.). So, you could get logical and valid answers for your analysis.
Also, SurveyMonkey has question sets for each type of study, e.g., question sets of customer satisfaction, product test, website feedback, etc. This is good for beginners to use these sets and adjust to be suitable for their business.

2. Can display graphs during data collection period to let us see the rough picture of the result

During data collection period, we can roughly see the direction of the result in each question as graphs. However, it’s not recommended to use those figures directly. We should clean data before processing data and using the final result.

3. Data collected could be connected with other platforms.

Apart from that we could export survey responses to various formats (e.g., Ms Excel, CSV, SPSS, etc., we also could connect the data collected with other platforms for further benefits, e.g., connecting with Tableau to visualize results in easy-to-understand graphs, connecting to HubSpot to understand more about customers and facilitate CRM campaign design, etc.