ABSTRACT
This chapter reviews research on the emergence of big data and its influence on marketing research. Big data is defined as datasets that could not be perceived, acquired, managed, and processed by traditional IT and software/hardware tools within a tolerable time. Examples of tools used in big data marketing research are cloud computing, machine learning, cognitive computing, multimedia analytics, social media analytics, social network analytics, and gamification. We review how marketing researchers can use these tools to gain insights from big data, discuss novel applications of big data, and suggest ideas for transitioning from small data to big data research.
