Question

When implementing action research, discuss specific steps that should be taken to ensure the validity and reliability of the data that is being collected. Provide specific examples to illustrate your ideas.

Answer 1

So, first we understand why large data is needed. Big data is basically collection of terabyte of data, which is needed to do analysis. Online market place use big data to provide customize solution, customer need identification, combination of product, identify the best deal for the customer, customer retention , giving sales or coupons, identify customer grievance etc. Online ,marketplace collect customer data like age, sex, income , type of buy, identify the time of year customer is most active. By all this information they make customer segmentation or market basket analysis. Also, they find out the customer who is having maximum probability to churn and they provide customize solution for them .

The benefits are basically increasing profit and getting the market segment we need. By, doing so we optimize our expenses in marketing and sales effort. As, we already know whom to target and which customer belong to which segment. It help to design our marketing campaign effort based on email or sms. So, big data basically give us the need of every customer.

Yes, there is always concern about the data collection . As, the collection of data need proper identification , from where we will pick our data. Also, this data need cleaning and we have to make this unstructured data in to a structured data. So, this phase is having immense importance as this data include categorical data, sentence which used to do text mining or sentiment analysis.

If we follow proper data extraction logics and data cleaning logic which include missing value and outlier treatment , we can definitely ensure validity and reliability of the data.