Market Research Using Big Data

¶ … Internet also known as the big data to the market researchers. The article also aims to show the disadvantages associated with the big data like privacy issues. The article presents two dimensions of the Internet use, its benefits, and disadvantages. However, its analysis lies more on the benefits than the disadvantages. The major reasons for supporting these aims are premised on the authors' ability to identify the benefits and the risks associated with the big data and their analysis to support the claims. Through this, they succeed in convincing the reader about the benefits and dangers associated with of the Internet (Nunan & Di Domenico, 2013).

The authors have used different research strategies to support their purposes. They used empirical studies conducted by other researchers like MRS 2006, Leigh 2010, Jacobs 2009, Ohm 2009, and IBM to support their case. For example, they obtained information from MRS' 2006 research to prove their claim about the usefulness of the Internet in helping market researchers to develop successful and innovative products to the public/consumers. In addition, they use the IBM's results to determine the amount of intent data/information obtained in a two-year period (Herodotou et al., 2011). The data helped them in evaluating the privacy issues and the ways in which the market researchers have utilized the information for promoting innovation in product development. They have also used Leigh's 2010 and Ohm's 2009 studies to expose the privacy issues related to the Internet use by the public. This review helps them support the purposes stated in the previous analysis.

One of the main issues related to the Internet that the article puts across is the privacy issues relating to using big data. The Internet lacks privacy because the information of its users is always at risks of being accessed by a third party using means like hacking among other ways. The article also shows that the Internet is beneficial to the market researchers using it to ways of promoting product innovation and fostering success in meeting consumer needs despite the challenges. However, market researchers face the challenge of ensuring the protection of their research ethics because they use Internet information without seeking consent from its users. Cumulatively, the article aims at showing the challenges and benefits associated with the big data (Herodotou et al., 2011).

The study is important because it creates a forum for discussion between stakeholders on issues related to the big data. It provides a basis for researchers to conduct further studies to determine methods of preventing and minimizing the identified challenges. The study creates awareness of the advantages and disadvantages associated with the use of the Internet. It is evidently clear that, the authors of the article used a quantitative study. They do not collect data but analyze information obtained in previous studies. It uses past research and information to create the significance of their article. Therefore, this shows that, the actual primary research was conducted by analyzing past studies conducted on the topic (Nunan & Di Domenico, 2013).