Deploying SPSS in Digital Market Analytics: Leveraging IT Tools for Informed Business Strategies

Market research is crucial for comprehending consumer behavior, identifying market trends, and developing effective marketing strategies. Statistical software like SPSS has become increasingly widely used in market research due to its capacity to evaluate huge datasets and produce insightful results. This study intends to explore how much using SPSS in market research enhances the accuracy of data analysis, the capacity to recognize market trends, the capacity to forecast consumer behavior, and the capacity to develop effective marketing strategies. The research questions developed in this study analyze the variables that affect SPSS's performance in market research and how they may be enhanced to enhance insights and decision-making to fill the knowledge gap. Surveys and interviews with marketing professionals were utilized to collect primary data for this study's research, which SPSS was then used to analyze. The results of the data analysis demonstrate that employing SPSS for market research does increase data analysis accuracy and market trend-spotting capability. It also aids in the forecasting of customer behavior and the development of effective marketing strategies. The primary factors influencing how effectively SPSS operates in market research are the caliber of the data, the knowledge and experience of the researcher, and the appropriateness of the statistical tests run.