Thinking big: here comes the sun
Adams, Julian (2023) Thinking big: here comes the sun. International Journal of Market Research. ISSN 2515-2173
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- 6056:120066
In 2000, Pincott and Branthwaite published ‘Nothing New Under the Sun?’ which discussed the role of the internet in research both in terms of the hazards and opportunities this confers. Specifically, Pincott and Branthwaite argued that whilst the advent of the internet offers up new approaches and techniques, this must not be at the detriment of methodological rigour and standards we have grown accustomed to in the industry. In this paper, it is argued that the advent of big data, big qual and the emerging potential of the metaverse present new opportunities in research but pose the same questions originally conceived by Pincott & Branthwaite, 2000. Moreover, methodological rigour and standards are framed by three interconnected themes, namely, the role of data science and big data, the importance of softer skills of interpretation and narration and finally, the role of theory in elevating and grounding research.
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