Bibliographic Details
| Title: |
Thinking big – here comes the sun. |
| Authors: |
Adams, Julian Peter1 (AUTHOR) julian.adams@uca.ac.uk |
| Source: |
International Journal of Market Research. Jul2024, Vol. 66 Issue 4, p383-387. 5p. |
| Subject Terms: |
*Big data, *Data science, *Big business, *Soft skills, Shared virtual environments |
| Abstract: |
In 2000, Pincott and Branthwaite published 'Nothing New Under the Sun?' which discussed the role of the internet in research both in terms of the hazards and opportunities this confers. Specifically, Pincott and Branthwaite argued that whilst the advent of the internet offers up new approaches and techniques, this must not be at the detriment of methodological rigour and standards we have grown accustomed to in the industry. In this paper, it is argued that the advent of big data, big qual and the emerging potential of the metaverse present new opportunities in research but pose the same questions originally conceived by Pincott & Branthwaite, 2000. Moreover, methodological rigour and standards are framed by three interconnected themes, namely, the role of data science and big data, the importance of softer skills of interpretation and narration and finally, the role of theory in elevating and grounding research. [ABSTRACT FROM AUTHOR] |
|
Copyright of International Journal of Market Research is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| Database: |
Business Source Complete |
|
Full text is not displayed to guests. |
Login for full access.
|
