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elements and factors in the analyses conducted. That was done primarily to illustrate what is or can be possible once the blinders of traditional research have been removed. While we do not believe a re- analysis of the data will invalidate our points, which are always possible.
4. WehaveusedonlydataavailablefromProsperand their ongoing data gathering systems. It is possible that other sources may provide different results or researchers may come to different conclusions. We do believe, however, that this paper can withstand the most rigid scrutiny and would compare favorably with other research reports conducted using similar data and asking similar research questions.
5. Muchofthedatausedinthisanalysisreliesonthe responses of consumers. Are-survey or re-test
of these same subjects might well find different responses. We believe, however, that the number of respondents (at least 2,000 in each data set) takes away many of the traditional challenges which plague traditional respondent data.
We believe we are entering a new era of market and marketing research. Thus, we feel new and different methodologies will be required. Big data and the proper use and analysis of this new data source can provide a major improvement in existing research programs.
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Author: Don E. Schultz, PhD; Northwestern University, Integrated Marketing Communications Department, 3-101 MTC, 1870 Campus Drive, Evanston, IL 60208 U.S.A.
106 I October 2015