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 PhD, Associate Professor of the Department of Marketing, Tashkent State University of Economics, Uzbekistan
Keywords: Entrepreneurial Marketing Research; Data Analysis Technologies; Digital Technologies; Resource-Advantage Theory; Conceptual Framework; Marketing Research-Enabled Entrepreneurship; Empirical Insights


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.


Atwong, C. T. (2015). A social media practicum: An action-learning approach to social media marketing and analytics. Marketing Education Review, 25(1), 27-31.

Branda, A. F., Lala, V., & Gopalakrishna, P. (2018). The marketing analytics orientation (MAO) of firms: identifying factors that create highly analytical marketing practices. Journal of Marketing Analytics, 6, 84-94.

Brătucu, G., Lixăndroiu, R. C., Constantin, C. P., Tecău, A. S., Chițu, I. B., & Trifan, A. (2020). Entrepreneurial university: Catalyst for regional sustainable development. Sustainability, 12(10), 4151.

Chae, B., & Goh, G. (2020). Digital entrepreneurs in artificial intelligence and data analytics: Who are they? Journal of open innovation: technology, market, and complexity, 6(3), 56.

Ciampi, F., Demi, S., Magrini, A., Marzi, G., & Papa, A. (2021). Exploring the impact of big data analytics capabilities on business model innovation: The mediating role of entrepreneurial orientation. Journal of Business Research, 123, 1-13.

Drummond, C., O'Toole, T., & McGrath, H. (2022). Social Media resourcing of an entrepreneurial firm network: Collaborative mobilisation processes. Journal of Business Research, 145, 171-187.

Gulsia, O., & Yadav, S. (2023). Conceptualizing network approaches for a successful farm entrepreneurship using ATLAS. ti®. Sustainable Technology and Entrepreneurship, 2(1), 100026.

Hacioglu, G., Eren, S. S., Eren, M. S., & Celikkan, H. (2012). The effect of entrepreneurial marketing on firms’ innovative performance in Turkish SMEs. Procedia-Social and Behavioral Sciences, 58, 871-878.

Iacobucci, D., Petrescu, M., Krishen, A., & Bendixen, M. (2019). The state of marketing analytics in research and practice. Journal of Marketing Analytics, 7, 152-181.

Jayawarna, D., Jones, O., Lam, W., & Phua, S. (2014). The performance of entrepreneurial ventures: Examining the role of marketing practices. Journal of Small Business and Enterprise Development, 21(4), 565-587.

Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51-70.

Mero, J., Vanninen, H., & Keränen, J. (2023). B2B influencer marketing: Conceptualization and four managerial strategies. Industrial Marketing Management, 108, 79-93.

Muhammadolimovna, K. Z. (2022). USING MATERIALS FOR INTERACTIVE ESP LESSONS. Journal of Academic Research and Trends in Educational Sciences, 1(5), 131-136.

Muhammadolimovna, K. Z. (2023). METHODS OF DEVELOPING ACADEMIC WRITING SKILLS OF STUDENTS. American Journal of Pedagogical and Educational Research, 8, 149-154.

Nadlifatin, R., Persada, S. F., Clarinda, M., Handiwibowo, G. A., Laksitowati, R. R., Prasetyo, Y. T., & Redi, A. A. N. P. (2022). Social media-based online entrepreneurship approach on millennials: A measurement of job pursuit intention on multi-level marketing. Procedia Computer Science, 197, 110-117.

Paajanen, S., Valkokari, K., & Aminoff, A. (2017). The opportunities of big data analytics in supply market intelligence. In Collaboration in a Data-Rich World: 18th IFIP WG 5.5 Working Conference on Virtual Enterprises, PRO-VE 2017, Vicenza, Italy, September 18-20, 2017, Proceedings 18 (pp. 194-205). Springer International Publishing.

Prüfer, J., & Prüfer, P. (2020). Data science for entrepreneurship research: studying demand dynamics for entrepreneurial skills in the Netherlands. Small Business Economics, 55, 651-672.

Qizi, A. S. A. (2022). Functional Characteristics of Paralinguistic Tools. Vital Annex: International Journal of Novel Research in Advanced Sciences, 1(6), 53-56.

Sarwoko, E., & Nurfarida, I. N. (2021). Entrepreneurial marketing: Between entrepreneurial personality traits and business performance. Entrepreneurial Business and Economics Review, 9(2), 105-118.

Shakirova, D., Rakhimova, S., Babayeva, K., Karimov, F., & Komilova, Z. (2020). Improving integrity of classes, teachers and schools: Empirical analyses on education market indicators. International Journal of Psychosocial Rehabilitation, 24(6), 7049-7065.

Sharopova, N. (2019). Analysis of parents' satisfaction with pre-school education in Uzbekistan. International Journal of Scientific & Engineering Research, 10(9), 829-840.

Sharopova, N. (2023). TADBIRKORLIK FAOLIYATIDA RAQAMLI MARKETING TADQIQOTLARINING ZARURATI. Engineering Problems and Innovations. извлечено от https://fer-teach.uz/index.php/epai/article/view/108.

Vanharanta, M., & Wong, P. (2022). Critical realist multilevel research in business marketing: a laminated conceptualization of resilience. Journal of Business & Industrial Marketing, (ahead-of-print).

Varadarajan, R. (2019). Theoretical underpinnings of research in strategic marketing: a commentary. Journal of the Academy of Marketing Science, 47, 30-36.

Шаропова, Н. (2020). Мактабгача таълим хизматларининг инсон капиталини оширишдаги таъсирини аниқлашда маркетинг тадқиқот усулларининг самарадорлиги. Экономика и инновационные технологии, (1(2), 167–178.

How to Cite
Nafosat Radjabovna, S. (2023). Possibilities of Using Methods and Digital Technologies of Data Analysis in Entrepreneurial Marketing Research in the Conditions of Uzbekistan: A Conceptual Framework. International Journal of Social Science Research and Review, 6(5), 262-270. https://doi.org/10.47814/ijssrr.v6i5.1137