Possibilities of Using Methods and Digital Technologies of Data Analysis in Entrepreneurial Marketing Research in the Conditions of Uzbekistan: A Conceptual Framework

Sharapova Nafosat Radjabovna

doi:10.47814/ijssrr.v6i5.1137

Sharapova Nafosat Radjabovna PhD, Associate Professor of the Department of Marketing, Tashkent State University of Economics, Uzbekistan

DOI: https://doi.org/10.47814/ijssrr.v6i5.1137

Keywords: Entrepreneurial Marketing Research; Data Analysis Technologies; Digital Technologies; Resource-Advantage Theory; Conceptual Framework; Marketing Research-Enabled Entrepreneurship; Empirical Insights

Abstract

It is proposed that the current trends and developments in the data analysis technologies and methods relevant to entrepreneurial marketing research call for a new theoretical concept-based approach to inform and guide both academic and industrial entrepreneurs, especially in the case of Uzbekistan as a fast-developing country. Therefore, on the foundations of resource-advantage theory’s notion of using methods and digital technologies of data analysis in entrepreneurial marketing research, we aim to clarify usage possibilities and the country conditions in general and data analysis technologies and methodology in particular for entrepreneurial communities. Specifically, we (i) integrate literature from the marketing, entrepreneurship, and information technologies disciplines to develop conceptualizations of data analysis and marketing research enabled entrepreneurship (ii) develop an integrative framework of marketing research-enabled entrepreneurship possibilities using data analysis technologies and methods in the case of Uzbekistan, based on ATLAS.ti^@ tool and empirical insights from 10 interviews with a) 12 senior entrepreneurial marketing managers representing methods and technologies in various industries, ranging from industrial entrepreneurs to academic ones, and b) a survey by 8 experts from entrepreneurial marketing research agencies who advise different technologies and methods on how to apply data analysis in entrepreneurial marketing research in the conditions of Uzbekistan. In turn, we explain how the conceptual framework of this research in general, and certain methods and technologies of using data analysis in entrepreneurial marketing research in particular, can help entrepreneurial firms develop in the conditions of Uzbekistan. Finally, we conclude with a discussion of the present research contributions, managerial implications and offers future research agenda with exemplar research questions.

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