Chapter 5: Other topics in research and analytics
Chapter 5 covers other areas of research impacted by the big data and marketing analytics trend, those beyond the research designs of previous chapters. The chapter reviews traditional concepts before discussing what changes are apparent. Specifically, the chapter looks at determining decision problems and research problems, ethics, sampling and administration, SWOT analysis and competitive intelligence. Each has been affected by big data and new collection and analysis techniques. In particular, data mining and continuous collection of information have made explicit decision and research problems less critical, new ethical considerations arise with the constant unobtrusive collection of individually identifiable data, large samples and even entire populations used in contemporary research can be reached easily by internet and mobile devices, SWOT inputs can be gathered widely and continuously, and competitive intelligence can take advantage of the constant interaction between marketers and their targeted customers.
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