The Perspectives of Big Data Analysis in Social Science Researches

Abstract

In this study I examine the perspectives of Big Data analysis in the field of social sciences. The data generated by internet users not only reveal their interests, personal values and preferences, but they also can be used for predicting the expected human behavior to a certain extent. In recent decades this method of data analysis has been proven to give some companies a competitive advantage in various sectors, such as IT, commerce and finance. However, the method is still not widely used in social sciences, even though it has almost unlimited possibilities since it can open up dimensions that have not been researched and documented
until now. With data analysis, the results can be quickly tested, accuracy and reliability can be increased, but at the same time it cannot completely replace the traditional quantitative and qualitative methods.