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Researching the ever-changing world: reflections on big data and questions for researchers in marketing: an abstract

Conference Paper


Abstract


  • With the rise in data quantity, computational power, and storage capacity, Big Data is rapidly becoming a ubiquitous term within the lexicon of marketing academics and practitioners. Big Data is a cultural, technological, and scholarly phenomenon that rests on the interplay of technology (maximising computational power/algorithmic accuracy to gather, analyse, link, and compare large data sets), analysis (using large data sets to identify patterns and make economic, social, technical, and/or legal claims), and mythology (belief that large data sets provide a higher form of intelligence/knowledge that can generate previously impossible insights with the aura of truth, objectivity, and accuracy) (boyd and Crawford 2012).

Publication Date


  • 2018

Citation


  • Quinton, S. & Reynolds, N. (2018). Researching the ever-changing world: reflections on big data and questions for researchers in marketing: an abstract. In P. Rossi & N. Krey (Eds.), AMSWMC 2017: Marketing Transformation: Marketing Practice in an Ever Changing World (pp. 203-204). Springer International Publishing.

Start Page


  • 203

End Page


  • 204

Abstract


  • With the rise in data quantity, computational power, and storage capacity, Big Data is rapidly becoming a ubiquitous term within the lexicon of marketing academics and practitioners. Big Data is a cultural, technological, and scholarly phenomenon that rests on the interplay of technology (maximising computational power/algorithmic accuracy to gather, analyse, link, and compare large data sets), analysis (using large data sets to identify patterns and make economic, social, technical, and/or legal claims), and mythology (belief that large data sets provide a higher form of intelligence/knowledge that can generate previously impossible insights with the aura of truth, objectivity, and accuracy) (boyd and Crawford 2012).

Publication Date


  • 2018

Citation


  • Quinton, S. & Reynolds, N. (2018). Researching the ever-changing world: reflections on big data and questions for researchers in marketing: an abstract. In P. Rossi & N. Krey (Eds.), AMSWMC 2017: Marketing Transformation: Marketing Practice in an Ever Changing World (pp. 203-204). Springer International Publishing.

Start Page


  • 203

End Page


  • 204