Marketing research is based upon the collection , processing and interpretation of data to aid the decision making in the marketing area. By data, we mean both the quantitative data and the qualitative data. Data collection thus is one major component of marketing research. Data was collected primarily through surveys in which questionnaires were used, and the field staff used to fill in the answers by putting the questions to the sample. Internet has changed this –we now have more real time data either through cell phones or the social media. The client thus gets more authentic data than the traditional techniques.

In a sense, what we call Big Data these days once upon a time started as marketing research.

The data collection work can be automated. The qualitative inputs interpreted by trained people still holds as you have to get into human psychology here.

Instead of field investigators, the work first shifted to the call centers or BPOs. Later online research took over. Big Data is based on analytics. Data collection no longer makes money in the marketing research field. The premium is now placed on research expertise and the asking of right questions. Big Data has facilitated MR and also threatens it. However, Big Data facilitated only when the complex social issues are understood. A client may need to know how to motivate a community to adopt family planning.Or for that matter, how the mid-day meals lead to better attendance at schools. How to make people hygeine conscious in India? These are all valid questions but these would not be addressed by Big Data. An MR agency uses today data from social media, cell phones, online communities. Its a combination. Online behaviour also generates valuable data. An MR agency is the data integrator which designs questions after collecting data from all the  sources.

The difference in IT and MR is getting blurred. It is used to do the research. Behavioural economists and psychologists are used to put appropriate questions. A major part of the business is still creative and analytical in combination.