The technological advances of the past two decades$-$the Internet, smart phones, social media, and more$-$have given rise to the availability of customer and market data that originates in unprecedented volume and at unprecedented speed. The increased volume, speed, and variety of data available to marketers has fostered great changes in the way organizations can learn about their customers. While the principles of marketing research have not changed with these developments, the speed, volume, and possibilities are greatly increased.

This is referring to the availability of:

research aggregation.

predictive analytics.

survey research.

big data.