Year: 2014
Type: article
Abstract: Data generation, storage capacity, processing power and analytical capacity increase had created a technological phenomenon named big data that could create big impact in research and development. In the marketing field, the use of big data in research can represent a deep dive in consumer understanding. This essay discusses the big data uses in the marketing information system and its contribution for decision-making. It presents a revision of main concepts, the new possibilities of use and a reflection about its limitations.
Authors: Alexandre Borba Salvador, Ana Akemi Ikeda
Institution: Universidade de São Paulo
Language: English
Subfield: Management Information Systems
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2017845170