I am a research scholar. The area i choose for phd is Management (Marketing). My supervisor suggested me some key words to find literature, which are (Big Data Analytics and Sustainability). now i am not able to understand in what context i should find the literature. how can i choose a particular area to continue my research in?
please help!
"Analytics" and "Sustainability" are trendy topics in Business at the moment. "Big Data" was trendy a few years ago. Your supervisor is asking you to find out what you can about these trendy areas and learn
Out of this literature review you may have a topic for your thesis.
As a start, try Google Scholar and search for "analytics" +"sustainability" +"marketing"
You will find more than 9000 articles. (uncheck the citations box). Scan through these and try to select those articles that come from the established and highly-regarded journals.
Stay away from any research that says little more than "Analytics is popular and Sustainability is important - isn't it exciting!"
Hume F. Winzar . Thank you so much sir. Glad you answered.
one more question :
what should be the first step for phd research if i choose ( Big data analytics+sustainability+supply chain) in Retail as my research area.
i mean how to find gaps to do future research on?
Sustainable retail marketing or digital transformation... The first step is to search for the previous research in your field using different keywords
To answer your further question,
Run a search on "big data" +analytics +sustainability +"supply chain" +retail
You may also read more widely about what researchers and practitioners mean by words like "big data", "analytics", and "sustainability". They mean very different things to different people.
The major retail chains, and the major wholesale distribution companies, at least in Europe and North America, have been analysing their data for decades with the objective of reducing costs and improving margins. If more efficient packaging reduces plastic waste, or shorter transport routes reduce burned fuel, or more efficient lighting reduces power costs, then it's a bonus, but not the original goal.
- Badges
- Science topic
- Similar topics
- Correction