IFN600 Research Proposal: Big Data Analytics in Marketing Strategy

This research paper investigates the impact of big data analytics on strategic marketing decisions, contrasting it with traditional small data analytics. It aims to determine if big data analytics provides more accurate and advanced data for decision-makers. The study employs a comparative case study approach, examining organizations using both small and big data analytics. The research methodology includes literature reviews, data collection through on-site observation, interviews, questionnaires, and reports, followed by data analysis using statistical methods. Expected outcomes include a data accuracy level measurement, data sets representing small and big data, survey designs, and a final report detailing the analysis results. The study anticipates revealing the extent of impact of using each type of data analytics on strategic marketing decision-making, offering insights to organizations in choosing appropriate analysis models for effective planning and informed decision-making.

Running head: BIG DATA ANALYTICS IMPROVE STRATEGIC MARKETING DECISION 1
How Could Big Data Analytics Improve Strategic Marketing Decisions
(Author’s name)
(Institutional Affiliation)

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Introduction
Over the years rapid technological developments have provided for more efficient
methodologies of processing large amounts of data (José, & Montesinos, 2017). These
developments have led to an increase in the number of organizations employing big data analytic
practices in their decision making processes. As technology for processing massive amounts of
data become more readily available a large number of organizations shift from small data to big
data (José, & Montesinos, 2017). The shift is largely due to the fact that with big data analytics,
an organization is able to get a much broader view of a particular process and the extensive
insight allows the company to make highly informed decisions (Erevelles, Fukawa, & Swayne,
2016). The main difference between decisions made from small data and big data analysis is the
fact that small data analysis only factors structured data and hence the decisions made do not
take into consideration other forms of data. On the other hand decisions made from big data
analysis focus on both structured and unstructured data thereby providing a more comprehensive
outlook of the organization. As big data analytics increases in popularity, questions have been
raised on how the system can be effectively used in the making of strategic marketing decisions
(Xu, Frankwick, & Ramirez, 2016). The questions are largely due to the fact that there is
minimal research with regards to big data analytics effectiveness as a tool for decision making
with regards to marketing. This paper seeks to respond to this question by comparing the
difference in decisions between companies using small data analytics and those that have
adopted big data analytics. In doing this the paper will seek to investigate whether or not big data
analytics provides organizations with more accurate and advanced data to be used in decision
making. Through this research we will be able to develop an in depth understanding of big data

BIG DATA ANALYTICS IMPROVE STRATEGIC MARKETING DECISIONS 3
analysis and its application. This insight can be used by organizations as they make strategic
marketing decisions in future.
Research Question
Q: A large number of companies used to rely on small data analytics in making their strategic
marketing decisions. Could big data analytics provide more advanced and accurate data for
decision makers?
Through the research we would be able to effectively determine the difference that exists
between big data analytics and small data analytics. The research will also enable as to compare
the strategic marketing decisions employed by organizations that utilize big data analysis and
those that utilize small data analysis. Through this comparison the paper will allow one to make
a determination on whether or not big data provides decision makers with more advanced and
accurate data. Thus based on the findings one will be able determine if big data analytics helps in
the improvement of strategic marketing decisions.
The reason for conducting this research is largely due to the fact that most studies which have
ventured to answer this questions have focused on how big data analytics shapes decisions made
by the organization as a holistic unit. Very few studies have ventured to investigate how big data
analytics affects decisions at a departmental basis and most especially marketing decisions. Also
very few studies have ventured to conduct a direct comparison between strategic marketing
decisions made by a firm using small data analysis and those made by a firm using big data
analysis. By doing this, the paper will have effectively and comprehensively responded to the
question.
3. Research Methodology
1. Overall Strategy for answering research questions

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To answer this research question, firstly, the related existing literatures will be reviewed. Then,
two appropriate cases study will be chosen. One is based on small data analytics and the other is
based on big data analytics. Before to start collecting data, Each case study should be identified
and explored deeply to understand the nature of their business, products, customers etc. After
that, data collection plan should be determined to know exactly what types of data are going to
be collected. The resources of this data can be on site observation, interviews, questionnaires,
and reports. Then, data analysis methods and hypothesis test will be used to analyse this data to
help to find out the key factors that affect the level of accuracy of strategic marketing decision,
which based on small and big data analytics.
1.1 Research timeline
This research will take approximately one year. This time will be divided appropriately on all
steps and tasks of this research. MS project software will be used to manage research timeline.
1.2 Resources
The research team should include qualified resources, at least two data collectors and two data
analysts. Also some specific requirements should be available, such as Personal computer /
Laptop, printers, internet access and data access permission. Moreover, specific software for data
analysis, such as SigmaXL will be used to analyse data.
2. Steps involved in undertaking research project
Preliminary review of literature
The area that is going to be researched is defined by the researcher. However, Reviewing the
existing literature could help to find the current gaps of the work done by previous researchers.
Also, their recommendations and limitations would help to guide to specific area and questions.
Research Strategy

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Once the research area is identified, a detailed research methodology should be determined. Both
quantitative and qualitative approaches are going to be used in this research.
Chosen of appropriate cases study
Two cases study will be chosen “two companies”. One is based on small data analytics and the
other is based on big data analytics.
Data collection Plan
Cases study will have massive data, and without having a clear view about what types of data
should be collected, the situation will become more complex. This data can be collected from
many resources, such as on site observation, interview with top and middle management and key
project teams, questionnaires, strategic reports, Financial reports, Annual reports and project
reports.
Data Analysis
Many statistical methods can be used to analyse this data, such as descriptive statistics,
correlation analysis, hypothesis test and content analysis. The data accuracy level that is
produced by big data analytics and small data analytics should be determined, and comparison
between them should be done to know the effect of each one in the accuracy of strategic
marketing decision.
Conclusion
The result of data analysis will guide to infer the answer of the research question.
A final report
Not yet explained.
Expected Outcomes

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Some of tangible outcomes are expected to be delivered in this research. The first outcome is the
Data Accuracy Level Measurement, which will be used to measure the level of accuracy of data
that is used to take strategic marketing decision. This data will be taken to be used in small and
big data analytics. This Measurement can be searched during literature review phase. However, it
will be customised to fit probably with the cases study. Another outcome is data set that will be
collected from both cases. This data set will represent small and big data. Also, during this
research, a survey will be designed for the employees, and interview questions list will be
designed for Top management and projects leaders. The final outcome is the report that includes
the result of the whole data analysis.
New Knowledge
This research can find out the extent of impact of using small data analytics and big data
analytics as a main source for taking strategic marketing decision. This impact can be concluded
by determine the level of data accuracy that is produced by both big and small data analytics.
The study will reveal direct knowledge on the exact areas of difference that exists between
decisions made from big data analysis and those made from small data analysis. This variation
will help in the drawing of a conclusion. The knowledge obtained from the study is also
important as it would help organizations as they chose which analysis model to employ thereby
allowing for effective and proper planning.
From the study it is expected that the results will demonstrate how effective big data analysis is
in aiding organizations to make informed decisions. This is largely due to the fact that unlike
small data analytics, the extent of data that is reviewed under big data is quite broad. The
extensive nature of the data allows the organizations to understand how different factors that are

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within its external environment affect the decisions made by consumers. This determination will
help the organization in the crafting of highly informed strategic marketing decisions.
A key benefit of the results obtained from this study is that it will aid organizations when they
select a tool to aid in their decision making process. Through the results of this study,
organization will be able to know of the pros and cons associated with the two forms of data
analysis. This insight will enable the organization select a tool that best fits its strategy thereby
allowing for more effective and efficient decision making processes. The results will also aid
organizations reduce the amount of resources that they spend in selecting a decision making tool
thereby ensuring decreased cost of operations

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References
José, R., & Montesinos, M. (2017). Big Data y Marketing.
Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data consumer analytics and the
transformation of marketing. Journal of Business Research, 69(2), 897-904.
Xu, Z., Frankwick, G. L., & Ramirez, E. (2016). Effects of big data analytics and traditional
marketing analytics on new product success: A knowledge fusion perspective. Journal of
Business Research, 69(5), 1562-1566.