Abstract:

How big is Big Data to the marketing research industry? We haven't seen this much zealotry and paranoia since Internet interviewing was first proposed or since FIFA abandoned the Golden Goal. As it turns out, Big Data is not such a big deal. We are worrying way too much about what it is, what it means, how to work with it, and who’s going to do it. In this paper, we'll explain why Big Data is not such a big deal, why you shouldn't worry so much, and why you'll be just fine in the future.