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).
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Quinton, S., Reynolds, N. (2018). Researching the Ever-Changing World: Reflections on Big Data and Questions for Researchers in Marketing: An Abstract. In: Rossi, P., Krey, N. (eds) Marketing Transformation: Marketing Practice in an Ever Changing World. AMSWMC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-68750-6_60
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DOI: https://doi.org/10.1007/978-3-319-68750-6_60
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