Survey research, big data, and exploratory and confirmatory science

Dawn Iacobucci, Deidre L. Popovich, Maria Petrescu and Anjala Krishen

Chapter 25 in Handbook of Social Psychology and Consumer Behavior, 2026, pp 362-376 from Edward Elgar Publishing

Abstract: This chapter examines three related topics of survey research, big data, and exploratory versus confirmatory science. First, the chapter illustrates basic principles of psychometrics such as reliability, validity, measurement theory, and related analyses. Second, the topic of big data and associated analyses is addressed. Large sample sizes influence the use and interpretation of traditional statistical analyses and can leverage other methods such as neural networks. Finally, the chapter discusses replicability and illustrates how science progresses through both exploratory and confirmatory research.

Keywords: Consumer behavior; Survey research; Big data; Replications; Measurement; Scientific progress (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035327591
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