Merchant, Altaf <br/><br/>
Big Data: Ushering in new vistas for marketing research 

 -  2019.<br/>							 
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<br/><br/> This column, written by Altaf Merchant of the University of Washington, invites marketing professionals to consider big data and the importance of taking into account the masses of information available to companies, along with analyzing them as accurately as possible. A fundamental issue in marketing research and the training of future marketers.