The Value of Big Data in Digital Media Research

Merja Mahrt · Michael Scharkow

224 citations0/0 files storedJournal of Broadcasting & Electronic Media

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Big Data Technologies and Applications Survey Methodology and Nonresponse Computational and Text Analysis Methods

Abstract

This article discusses methodological aspects of Big Data analyses with regard to their applicability and usefulness in digital media research. Based on a review of a diverse selection of literature on online methodology, consequences of using Big Data at different stages of the research process are examined. We argue that researchers need to consider whether the analysis of huge quantities of data is theoretically justified, given that it may be limited in validity and scope, and that small-scale analyses of communication content or user behavior can provide equally meaningful inferences when using proper sampling, measurement, and analytical procedures.

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References

1984Content Analysis: An Introduction to its Methodology.1979Review of Psychometric theory (2nd ed.).2012CRITICAL QUESTIONS FOR BIG DATA 2009Computational Social Science 1986DEVELOPMENTS IN THE STUDY OF COINTEGRATED ECONOMIC VARIABLES 2010The Sage handbook of media processes and effects 2012Big Data analytics 2012Trending: The Promises and the Challenges of Big Social Data

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