Research Topics:

Coding | Data Conversion | Data Crosstabulation | Data Entry | Data Processing | Decision Research Consultation | Factor Analysis | Forms Processing/Scanning | Quantitative Research | Social Media Research | Software-Data Analysis | Software-Data Delivery Tools | Software-Data Tabulation | Statistical Analysis

Content Type:

Glossary

Big Data Definition

Big Data refers to extremely large and complex datasets that cannot be managed, processed or analyzed with traditional data tools.

Big data refers to extremely large and complex datasets that cannot be managed, processed or analyzed with traditional data tools. In marketing research, big data includes information from digital sources such as social media activity, online browsing behavior, transaction records, sensor data and customer interactions. Its size and complexity allow researchers to uncover patterns and insights that smaller datasets cannot provide.

How does big data work in marketing research?

Big data is collected from multiple sources, often in real time, and analyzed with advanced technologies like machine learning, artificial intelligence and cloud computing. Instead of relying solely on surveys or focus groups, marketers can combine structured data (like purchase histories) with unstructured data (like social media comments) to gain a more complete picture of customer behavior and preferences.

Key aspects of big data

• Defined by the “3 Vs”: volume, velocity and variety

• Includes both structured and unstructured information

• Requires advanced analytics and technology to process

• Enables predictive modeling and trend identification

Why is big data important in marketing research?

Big data is important because it empowers marketers to make faster and more precise decisions. By leveraging vast amounts of information, researchers can identify emerging trends, personalize customer experiences and measure campaign effectiveness in real time. It also allows organizations to stay competitive in markets where consumer behavior shifts quickly.

Who relies on big data?

• Data scientists and analysts use it to build predictive models and generate insights

• Marketing teams rely on it to create personalized campaigns and track performance

• Executives and strategists use it to make data-driven decisions and forecast market changes

• Product managers apply it to understand usage patterns and guide product innovation

How do market researchers use big data?

Market researchers integrate big data into their projects to complement traditional methods. For example, they may analyze social media sentiment alongside survey results to validate consumer opinions, or track real-time sales data to monitor the success of a promotion. By combining big data analytics with classic research techniques, researchers deliver richer, more actionable insights that reflect the complexities of modern consumer behavior.