The role and significance of the big data phenomenon in marketing research
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Date
2021-10
Authors
Zekavica, Аna
Pavlović, Danijela
Journal Title
Journal ISSN
Volume Title
Publisher
ДВНЗ «Київський національний економічний університет імені Вадима Гетьмана»
Abstract
The success of the company management concept depends on the possibility of marking quality and comprehensive information by establishing personalized (1:1) communications with consumers in the global market in real time. Information comes from all sides: sensors used to collect information on climate change, data available on social networks, digital images and videos, stock market operations, mobile editing emited from a GPS signal and so on. In the past, the challenge was to collect as much data as possible, today the use of menus is philosophized and the data is properly and strategically processed and non-critically available. Some data are structured and stored in relational databases while some other data, reinforcing documents, images and videos, are unstructured. Also, each data source can be independently managed and processed. The biggest challenge for the company is to devise a cross-section of all these data of different types. When so much information is available in so many different forms, it will not be possible to manage data in the traditional way. If we have always had a lot of data, the difference is that today most of it exists, and varies only in the type and method of processing (Vasić, Zekavica, 2014). The main idea of this study is to perceive current business environment in Serbia through the prism of research development based on the Big Data technologies.
Description
Keywords
Big Data, Marketing Research, Data decision making, Marketing
Citation
Zekavica А. The role and significance of the big data phenomenon in marketing research [Електронний ресурс] / Аna Zekavica, Danijela Pavlović // Маркетингова освіта в Україні : зб. матеріалів V Міжнар. наук.-практ. Інтернет-конф., м. Київ, 7–8 жовт. 2021 р. / М-во освіти і науки України, ДВНЗ «Київ. нац. екон. ун-т ім. В. Гетьмана» [та ін.] ; [редкол.: Федорченко А. В. та ін.]. – Електрон. текст. дані. – Київ : КНЕУ, 2021. – C. 145–149. – Назва з титул. екрану.