Marketing researchers have witnessed an explosion of promises that big data will dramatically improve business performance. What is the role of traditional marketing researchers in big data? This presentation provides a methodology and case study example that fuses marketing research and data science to deliver greater insights than could be achieved with either big data only or with survey data only. The case study suggests that survey research can contribute to predictive modeling through combining methods derived from, on the one hand, survey data and marketing science and, on the other hand, big data and data science. Finally, adding interactive GIS mapping and data visualisation and charting, using open-source tools, provides a visual vehicle to effectively communicate the insights.
Marketing researchers have witnessed an explosion of promises that big data will dramatically improve business performance. What is the role of traditional marketing researchers in big data? This presentation provides a methodology and case study example that fuses marketing research and data science to deliver greater insights than could be achieved with either big data only or with survey data only. The case study suggests that survey research can contribute to predictive modeling through combining methods derived from, on the one hand, survey data and marketing science and, on the other hand, big data and data science. Finally, adding interactive GIS mapping and data visualisation and charting, using open-source tools, provides a visual vehicle to effectively communicate the insights.
All surveys inherently contain a potentially deadly flaw - the act of completing a survey does not mimic the true consumer decision-making process. The use of 3D animation helps to mitigate this limitation, giving respondents a more realistic decision-making context. The speakers compare a traditional choice-based conjoint approach with a 3D animation conjoint approach, presenting results from an empirical study. The 3D animation interface is demonstrated. The presentation concludes with a discussion of the utilization of virtual reality environments for almost all future research tasks.