Big data and the future of knowledge production in marketing research: Ethics, digital traces, and abductive reasoning

  title={Big data and the future of knowledge production in marketing research: Ethics, digital traces, and abductive reasoning},
  author={Mathieu Alemany Oliver and Jean- S{\'e}bastien Vayre},
  journal={Journal of Marketing Analytics},
If Big Data has been widely discussed, only a few marketing researchers have actually paid attention to it. However the development of Big Data, even in the abstract, provides researchers with the opportunity to rethink our approach to gathering and applying knowledge. Many countries, companies and universities are investing millions of dollars in the development of Big Data. Some believe this era of data driven computational social science has the same potential as the emergence of cognitive… 
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