Integrating big data and thick data : a case study of customer behavior | |
| Author | Valluri, Nikita |
| Call Number | AIT RSPR no.IM-19-02 |
| Subject(s) | Big data--Data processing Big data|xData processing |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Engineering in Information Management, School of Engineering and Technology |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. IM-19-02 |
| Abstract | he purpose of this research study is mainly to provide a generic framework for the integration of 'Big' data and 'Thick' data. This idea is proposed as a superior alternative to decision-making solely based on quantitative data. The study begins with an introduction into the concepts of 'Big' and 'Thick' data, which the researchers believe are two sides of the same coin. It then draws ideas from concepts rooted in the Social Sciences and Design Research as well as the analysis of previous related work to formulate and propose a generic framework to integrate both quantitative and qualitative data. The proposed framework has been built to be generic in nature, so as to adapt itself to any business case scenario and improve the decision-making process by utilising quantitative and qualitative data pertaining to it. As part of implementing the framework, it is applied to a business case with a spe- cial focus on analysing the customer behavior and improving customer experience. Three major aspects have been chosen which revolve around understanding 'why customers visit the said coffee shop' have been explored in this study. By assessing customers' opinions on price, product quality and atmosphere, the study attempts to ascertain the most important aspect which draws customers to the store. The insights obtained for the case study are then presented which show that the aspect 'Atmosphere' is more preferred by customers and it is what majorly defines the 'experience' of visiting the store. The understanding obtained from using the proposed framework is much more insightful than the insights obtained from plain analysis of numerical data. The research study emphasizes how important it is for busi- nesses to involve both qualitative and quantitative aspects of data and the generic nature of the proposed framework is highlighted through the successful implementation of a business case. |
| Year | 2019 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. IM-19-02 |
| Type | Research Study Project Report (RSPR) |
| School | School of Engineering and Technology (SET) |
| Department | Department of Information and Communications Technologies (DICT) |
| Academic Program/FoS | Information Management (IM) |
| Chairperson(s) | Vatcharaporn Esichaikul; |
| Examination Committee(s) | Chutiporn Anutariya; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research studies project report (M. Eng.) - Asian Institute of Technology, 2019 |