Companies, policymakers, and organizations are increasingly collecting large amounts of quantitative data about citizens, customers, and clients. How useful are these for decision-making, and when does it make sense to complement them with qualitative information, such as representative panels? On this episode of The Big Question, Chicago Booth’s Jean-Pierre Dubé, the Nielsen Company's Mainak Mazumdar, and Susan Paddock of NORC at the University of Chicago discuss what big data can and can’t do.

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