Big Data: A Survey Research Perspective

Big data is a term that means different things to different people. To some, it means datasets so large that our traditional processing and analytic systems can no longer accommodate them. To others, it simply means taking advantage of existing datasets of all sizes and finding ways to merge them with the goal of generating new insights. The former view poses a number of important challenges to traditional market, opinion, and social research. In either case, there are implications for the future of surveys that are only beginning to be explored.