Importance of Marketing Research and Benefits of Digital Data Collection for the Company

Introduction:

Oman air is one of the most famous and well-companies in Oman and it has already won the hearts of its clients (Allen Jr, 2016). It came into being in 1993 and is a four-star air-line. It is among those airlines who are pioneers to start the air services in Oman. Since its beginning, it has played a significant role in the development of Muscat and helped a lot to improve its economy by making it suitable for business traffic (Wippel, 2016). It has its air flights in time and has always tried its best to facilitate the customers. There are a lot of positive points of Oman Air but nothing can be perfect. There are always some weak points and in this assignment, we are going to discuss the problems that occur in airline. In this assignment, we will discuss the importance of marketing research and benefits of digital data collection for the company.

Marketing Research:

In this section, I have to discuss marketing research and its importance in detail. There are few points that are necessary to describe to elaborate the importance of marketing research. Let us discuss what we actually mean by marketing research? Marketing research is an important term that is usually used by business companies and industries. Marketing research is usually done to promote products and services. Marketing research is usually done by the management of business companies and industries. There are different methods for marketing research and now a day’s modern methods are in use. Oman Air is a company that is providing the facilities of air transportation to the public and as there are number of competitors so it is important for Oman Air to do marketing research on annual basis (Peterson, 2016). It is processes that links the customers, clients with the management of the companies and inform them of the processes and operations along with facilities that a company usually offers. It also monitors and evaluates the marketing process of a company and informs the top management about recent performance. (Al-Aali, 2012)

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Why marketing research is important?

There are different steps of the marketing process i.e. the problem is usually identified and presented to the top management, the research plan is made, the relevant information is collected, data is analyzed and action is taken. Let us see why it is important for Oman Air?

• First of all, marketing research is important to understand your customers and clients. The marketing research is done to know the priorities and demands of customers. Oman Air has launched several projects and intends to launch different services in near future, so it is important for the company to do marketing research.
• The second point is to know about the business competitors and their business strategies. As I have already mentioned that there are a number of competitors of Oman Air and it is important for the company to have information about them. The competitors have introduced a number of services and modern technologies so Oman Air should be very careful. It is the age of technology and 21st century and different companies are introducing modern strategies as well (Alkaabi, 2014). Marketing research is important for the company so the top management may know the situation. The market research will let you know about the companies that are on the top and that are going down.
• The companies are required to test their products before launch in front of the public. For example, Oman Air has launched the air flights to different countries for its customers so it was something new for the clients. The marketing research will allow the company to test their services before launching. If the test becomes successful, it can easily launch on a big scale and if there comes any problem then the company may work on it and it will help the company to retain its repute.
• Marketing research will never let you go out of business and will retain the strength in the business market. The companies like Oman Air is always in the eyes of national and international media and management should consider the factor that the company’s repute is more important than anything else (Searle, 2016). If there will be strong marketing research, the company will get know about its weak points, its problems and demands of customers. It will help the company to improve its system and if there is weak marketing research then there will big problems and complex situation in the near future.
• The last point that I am going to discuss here about marketing research is the growth of the business. The growth of business highly depends on marketing research and business strategies. And it is important to know that business strategies can only be made if we do strong marketing research otherwise it will not be possible. The marketing research is important for all the business companies and industries for the development of business on huge scale. In short, it is a pillar that gives support and strength to the business and relevant industry.

Digital and Non-Digital Data:

There are two ways to get the data of customers either digital or non-digital. The company has planned to introduce the digital data services for the customers. There are benefits of both types as digital data can give the accurate results as compared to non-digital data.(Amit, 2012) but it is to be noted that customers are habitual of non-digital data and they need time to get adjust in new method. They feel ease in the previous method because in digital method, they need to provide a lot of data and details in digital type of data. Moreover, the digital type of data can fluctuate on daily basis because of the instruments used so the customers may feel it burden. The company should ask the views and opinions of customers and should adopt the methods accordingly. The collection of digital data from customers has several benefits and some of them are as follows:

• It will help to reduce the costs of a company because when we collect non-digital data, we have to use a number of instruments and tools for the purpose. We have to engage a large number of employees and have to give them salaries as well. We have to display a lot of information about the data collection via different forums for the public and of course it will increase the cost. The digital data collection will reduce all these costs and the company will get ease and comfort while dealing with customers.
• The company can collect a large range of data by adopting this system because non digital data can only access to limited number of customers. It has certain limitations and can entertain specific people. Another factor is time management; non-digital data collection takes a lot of time and energy as well.
• The modern technology usually involves digital data collection, because the methods that involve non-digital data collection are ancient ones and there are no enough benefits of this method (Al Hatmi and Tan, 2013).

Conclusion:

The conclusion of the draft shows that company has eligible and elegant management. The management always remains busy in working for the welfare of people. But there are some factors that need to be improved. After the completion of this paper, there will some important messages for the readers as well. The management should take care of the customers and they should introduce the things that they like. The way of data collection should also be according to the choice of the customers. The companies are required to test their products before launch in front of the public. For example, Oman Air has launched the air flights to different countries for its customers so it was something new for the clients. The marketing research will allow the company to test their services before launching. If the test becomes successful, it can easily launch on a big scale and if there comes any problem then the company may work on it and it will help the company to retain its repute. The marketing research will never let you go out of business and will retain the strength in business market. The companies like Oman Air is always in the eyes of national and international media and management should consider the factor that the company’s repute is more important than anything else. If there will be strong marketing research, the company will get know about its weak points, its problems and demands of customers. It will help the company to improve its system and if there is weak marketing research then there will big problems and complex situation in the near future.

References:

1. AL HATMI, Y. & TAN, C. 2013. Issues and challenges with Renewable Energy in Oman. Gas (BCM), 4, 212-218.
2. ALKAABI, K. 2014. Geographies of Middle Eastern air transport. Geographies of air transport, 231-46.
3. ALLEN JR, C. H. 2016. Oman: the modernization of the sultanate, Routledge.
4. Amit, R. and Zott, C., 2012. Creating value through business model innovation. MIT Sloan Management Review, 53(3), pp.41-49.
5. Nataraja, S. and Al-Aali, A., 2012. The exceptional performance strategies of Emirate Airlines. Competitiveness Review: An International Business Journal, 21(5), pp.471-486.
6. PETERSON, J. E. 2016. Oman in the twentieth century: Political foundations of an emerging state, Routledge.
7. Rumelt, R.P., 2012. Good strategy/bad strategy: The difference and why it matters. Strategic Direction, 28(8).
8. SEARLE, P. 2016. Dawn Over Oman, Routledge.
9. WIPPEL, S. 2016. Port and Tourism Development in Oman: Between Economic Diversification and Global Branding. Under Construction: Logics of Urbanism in the Gulf Region. Routledge.