Big Data

Question 1

What is Big Data?

Answer 1

Data that is rich in volume, variety and velocity

Question 2

How many bytes of data are created each day according to the IBM Report?

Answer 2

2.5 quintillion

Question 3

What did Brandtzaeg famously say in 2013?

Answer 3

90% of the world’s data was generated in the last 2 years

Question 4

How much money has the government invested into big data?

Answer 4

£189 mil.

Question 5

What are the 3 research centres doing work on Big Data?

Answer 5

1. Administrative Data Research Network
2. Business and Local Government Data Research Centres
3. The Consumer Data Research Centre

Question 6

What is the challenge in using big data in retail geography?

Answer 6

To create consumer groupings which are distinct enough to target but large enough to be useful

Question 7

What is the approach of using big data in retail geography?

Answer 7

Combination of LIKERT SCALES and SEMANTIC DIFFERENTIAL PROCEDURES

Question 8

How can big data be used to work out season/tourist spending?

Answer 8

Example: Tesco in Cornwall
High spending in summer months from people all over the country
BUT Cornwall = one of the most deprived counties in the country therefore off-peak spending goes to cheap and local providers, not Tesco
Therefore, Tesco change product stock for each season e.g. expensive and more luxury in summer, cheaper elsewhere

Question 9

How can mobile data be used?

Answer 9

Continuously leave a digital footprint

Telefonica have access to our location almost 24/7

Question 10

How can mobile data be used in transport?

Answer 10

Can use it to know where people are travelling to and where from, but then also to know where exactly they go at their destination location

Question 11

What is Smart Steps?

Answer 11

Document published by Telefonica and GMAP for councils on how best to use mobile data

Divides UK into grid cells, shows footfall - good for catchment analysis, including temporal and seasonal shifts

Question 12

What are the ethical issues associated with using big data?

Answer 12

1. Consent - analysts don’t always have consent from data providers
2. Anonymisation - difficult to achieve
3. Security - e.g. phone hacking
4. Use - inappropriate use by analysts to access info. for personal gain

Question 13

What are Likert Scales?

Answer 13

Used in managing big data sets: measure negative or positive responses to a statement e.g. disagree or agree

Question 14

What are Semantic Differential Procedures?

Answer 14

A rating scale designed to measure the connotative meaning of different objects, events and concepts.

Used in managing big data sets

Question 15

What is footfall?

Answer 15

Measures the number of people walking into/past a store a particular time

Good measure of a store’s success