Chapter 20: Big data and the future of retail research
‘Big data’ refers to datasets whose size is beyond the typical database and analytics software tools to capture, store, manage, and analyze. This chapter describes the opportunities and challenges that ‘big data’ bring to academic research in economics and marketing in retail and distribution. Several data sources are described, as well as methodologies for analyzing them and opportunities for linking information from multiple high-volume, high-velocity sources, including purchase data, Internet search data, network and unstructured data, and consumer location data.
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