Exploring the Advantages of a Methodological Integration of Big Data Analysis and Thick Data Investigation in Marketing Research: The Requirement for a Qualitative Approach in the Digital Era

Authors : Yumiko YOKOYAMA, Faruk GÜVEN

Pages : 67-80

View : 59 | Download : 27

Publication Date : 2023-06-22

Article Type : Research Paper

Abstract :The continuing increase in big data combined with developments in information technology has prompted many companies to shift marketing strategies into the digital environment, making traditional marketing approaches seem increasingly obsolete. However, in addition to ethical debates regarding privacy, current market conditions have cast doubt on the overreliance of big data due to weaknesses regarding the provision of ever more sophisticated consumer insights. Therefore, emphasis is now increasingly placed on an integration of big data with thick data in pragmatic marketing research approaches. Consequently, this paper aims to illustrate the requirement for such a methodological integration by reviewing attempts to implement mixed methods in marketing research, together with the viability of digitalised qualitative initiatives. Finally, this paper will argue that thick data is still required during the marketing process, not only to gain specific insights into consumer behaviour, but also in attempts to fully comprehend broader complex market trends in the era of big data.
Keywords : büyük veri, kalın veri, pazarlama

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