Big Data's Fading Bloom

Name: Sally 何昕朣  Student ID: D0740993
Blog9: Big Data's Fading Bloom

When big data is widely used in the field of market research today, does traditional questionnaire market research still have its place? Compared with traditional market surveys, the advantages of online big data analysis are very clear: by passively collecting website visit records, community text, and so on. You can easily reach the parental breadth and user volume that the questionnaire cannot reach, and collect huge amount of information.

In addition, the data collection and analysis of the user's "behavior" can also answer many questions that traditional questionnaires cannot answer. For example, from the cookie information, it can be seen that the user likes to listen to music at different times, or find out shopping habits and Weather association. These even unconscious user behavior patterns are not insights that can be brought out by a "questionnaire" that relies on memory.

The questionnaire also has other inherent limitations. For example, the common "Selection Bias" in questionnaire design: a questionnaire sent by a specific unit may exclude a part of the mother who is objectionable to the product. For example, the large differences in opinion polls made by media from different positions during the election period can clearly show the selection bias of “institutional bias”.

On the other hand, although the cost of online data collection is low, it can also avoid the lack of traditional questionnaire design, but these unstructured data often contain a lot of noise (Data Noise), which affects the reliability and effectiveness of statistical data degree, for example: community comments or website visit footprints, etc. To filter out these noises and find truly high-gold business insights, the cost is sometimes no less than publishing traditional questionnaires. Therefore, for many small and medium-sized enterprises, the questionnaire is sometimes still a better choice than big data collection.

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