Big data of big companies: A content analysis for how ISO-500 listed firms use big-data

Year 2020, Issue: 49, 130 - 145, 16.12.2020

İrge Şener , Halil Erman , Candar Uzuner

Abstract

As its name suggests, big data, which gives an idea of the data size, contains other mysteries behind it. Indeed, besides its size, its speed and diversity are also highlighted by researchers. For this reason, it is suggested that it cannot be studied with traditional statistical methods. Due to its conceptualization as a new type of fuel, it attracts attention of both businesses and researchers. In this study, statements on big data of the first 250 companies ranked by ISO-500 list for the year 2019 are examined and classified in terms of perceptions of big data and purpose of usage. However, due to limited amount of data obtained, the research has a descriptive and exploratory nature. According to the findings from the qualitative research, it can be stated that most of the big companies, except for a few, are at the stage of development or discussion phase regarding collection, use, and analysis of big data and its’ inclusion in business processes and marketing stages. The limitations of the study include limited amount of texts collected through companies' subjective self-reporting.

Keywords

big-data, ISO-500 list, content analysis

Büyük şirketlerin büyük verisi: ISO-500’de listelenen şirketlerin büyük veri kullanımına yönelik bir içerik analizi

Abstract

Adından da anlaşılacağı üzere verinin büyüklüğü konusunda bir fikir veren büyük veri, ardında başka gizemleri de barındırmaktadır. Nitekim büyüklüğünün yanı sıra, büyük verinin hızı ve çeşitliliği de araştırmacılar tarafından öne çıkarılmaktadır. Bu nedenle geleneksel istatistiksel yöntemler ile incelenemeyeceği ileri sürülmektedir. Büyük veri, yeni bir yakıt türü olarak kavramlaştırılması nedeniyle de hem iş dünyasının hem de araştırmacıların dikkatini çekmektedir. Bu çalışmada 2019 yılı için ISO-500 listesinde yer alan ilk 250 şirketin büyük veri konusunda yapmış oldukları açıklamalar, büyük verinin nasıl algılandığı ve şirketlerde kullanım amacı bakımından incelenmiş ve sınıflandırılmıştır. Bununla beraber elde edilen veri miktarının sınırlı olması nedeniyle, araştırma tanımlayıcı ve keşfedici bir nitelik taşımaktadır. Nitel araştırma sonuçlarına göre, büyük şirketlerin birkaçı dışında çoğunun, büyük verilerin toplanması, kullanılması ve analiz edilmesi ile bu verilerin iş süreçleri ve pazarlama aşamalarına dahil edilmesi ile ilgili olarak geliştirme veya düşünce aşamasında olduğu değerlendirilmektedir. Şirketlerin kendileri ile ilgili raporlamalarına yönelik öznel yaklaşımları ile sınırlı miktarda metinlerin toplanması çalışmanın sınırlılıklarını oluşturmaktadır.

Keywords

büyük veri, ISO-500, içerik analizi

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