Traditional research vs Artificial

intelligence and Big data (15)

You are acting as an adviser to an credit card company.

The CEO is considering her company's strategic approach and has asked you for

advice regarding customer analysis. While she is familiar with traditional sample

based deductive research, she feels that the company is missing out on inductive,

data mining approaches. She notes that the company has access to significant

volumes of customer transactional data.

You warn her that there are some important issues to consider when making these

choices. You are asked to write a short report comparing and contrasting these

approaches and recommending under which circumstances each may be more

appropriate.