Fusion of Marketing Research and Data Science: Predicting the unobserved

This paper seeks to respond to the data scientists now providing many of the insights, suggesting that the best way forward is to fuse both survey-based insights with data science.

Fusion of Marketing Research and Data Science: Predicting the unobserved

John V. Colias

Introduction

Marketing research and marketing researchers who deliver survey-based insights have recently been overshadowed by big data initiatives and data scientists. We have all witnessed this explosion of promises that big data will dramatically improve business performance.

However, important consumer attitudes and preferences are not always observable within big data platforms. Well-designed survey research can measure these unobserved variables (variables which are either not recorded or not reliably measured in business databases). The subsequent fusion of modeling techniques of marketing research and data science then enhances and...

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