Exploring the Advantages of a Methodological Integration of Big Data Analysis and Thick Data Investigation in Marketing Research: The Requirement for a Qualitative Approach in the Digital Era

Yıl 2023, Cilt: 3 Sayı: 1, 67 - 80, 22.06.2023

Yumiko Yokoyama , Faruk Güven

Öz

The continuing increase in big data combined with developments in information technology has prompted many companies to shift marketing strategies into the digital environment, making traditional marketing approaches seem increasingly obsolete. However, in addition to ethical debates regarding privacy, current market conditions have cast doubt on the overreliance of big data due to weaknesses regarding the provision of ever more sophisticated consumer insights. Therefore, emphasis is now increasingly placed on an integration of big data with thick data in pragmatic marketing research approaches. Consequently, this paper aims to illustrate the requirement for such a methodological integration by reviewing attempts to implement mixed methods in marketing research, together with the viability of digitalised qualitative initiatives. Finally, this paper will argue that thick data is still required during the marketing process, not only to gain specific insights into consumer behaviour, but also in attempts to fully comprehend broader complex market trends in the era of big data.

Anahtar Kelimeler

big data, thick data, marketing

Pazarlama Araştırmasında Büyük Veri Analizi ve Kalın Veri Araştırmasının Metodolojik Entegrasyonunun Avantajlarını Keşfetmek: Dijital Çağda Niteliksel Bir Yaklaşım Gereksinimi

Öz

Büyük veri alanında devam eden artış, bilgi teknolojisindeki gelişmelerle birleştiğinde, birçok şirketi pazarlama stratejilerini dijital ortama kaydırmaya sevk etmiş ve geleneksel pazarlama yaklaşımlarını giderek geçersiz kılmıştır. Bununla birlikte, mahremiyetle ilgili etik tartışmalara ek olarak, mevcut piyasa koşulları, her zamankinden daha sofistike tüketici içgörülerinin sağlanmasına ilişkin zayıflıklar nedeniyle büyük verilere aşırı güven konusunda şüphe uyandırmıştır. Bu nedenle, pragmatik pazarlama araştırması yaklaşımlarında artık büyük verinin kalın veri ile entegrasyonuna giderek daha fazla önem verilmektedir. Sonuç olarak, bu makale, dijitalleştirilmiş nitel girişimlerin uygulanabilirliği ile, pazarlama araştırmasında karma yöntemleri uygulama girişimlerini gözden geçirerek böyle bir metodolojik entegrasyon gerekliliğini göstermeyi amaçlamaktadır. Son olarak, bu araştırma, pazarlama sürecinde yalnızca tüketici davranışına ilişkin belirli içgörüler elde etmek için değil, aynı zamanda büyük veri çağındaki daha geniş karmaşık pazar eğilimlerini tam olarak kavrama girişimlerinde de kalın verilerin hala gerekli olduğunu tartışacaktır.

Anahtar Kelimeler

büyük veri, kalın veri, pazarlama

Kaynakça

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