Combining big data and marketing research to create customer insight

The aim of this chapter is to provide a conceptual framework for big data, marketing research and decision-making. It defines big data and explores how it his developed and is continuing to evolve. It investigates the role of marketing research in making use of big data sources and how big data has caused the focus of marketing research to some extent move from the provision of data to its interpretation, The case study of Netflix is used to show the kind of big data that can be used to provide insight.