In researching emerging markets, anthropology often trumps statistics
Christopher Hylton Ftizroy Nailer
Australian National University
Bruce William Stening
Peking University
Marina Yue Zhang
UNSW Australia, Canberra
Introduction
We live in a world where business decisions are increasingly driven by quantitative data. This has been a progressive phenomenon finding its current apex in Big Data, where the capacity exists not just to gather and store large amounts of data, but also to analyse it in ways hitherto impossible. Through its power to reveal patterns in data that would otherwise be hidden, it is argued to be as potentially revolutionary as the...