Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill

Exercise 9

Your company is in the process of installing its first "big data" system. Discuss how you would ensure that the traditional challenges of integration-access to and retrieval of data, lack of sufficient analytical skills within the firm, and issues related to firm integration both within and between firms-are not challenges for your company. Keep in mind that the challenge of lack of sufficient analytical skills is an issue for all companies, not just certain companies and certain industries.