Thinking big: here comes the sun

Adams, Julian (2023) Thinking big: here comes the sun. International Journal of Market Research. ISSN 2515-2173

Creators:
Adams, Julian
Description/Abstract:

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.

Item Type:
Article
Official URL:
https://journals.sagepub.com/doi/10.1177/147078532...
Date:
26 April 2023
Identification Number:
10.1177/14707853231173262
Uncontrolled Keywords or tags :
big data, big qual, metaverse, methodological rigour, business value, interpretation and narration, social science theory
Depositing User:
Julian Adams
Date Deposited:
28 Apr 2023 09:51
Last Modified:
28 Apr 2023 10:00
Adams, Julian:
ORCID iD: https://orcid.org/0000-0002-8375-2990
URI:
https://research.uca.ac.uk/id/eprint/6056

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