Big, thick, small… are data what really matters?

We are witnessing a transformation in our marketing departments through the generation of new content, programs and degree courses that can better provide the competencies now required in the job market, which asks for a more quantitative and multidisciplinary outlook capable of confronting various business roles. Research needs to open up to new methodologies, ones that are able to take advantage of these new opportunities, in order to understand our digital society. The current debate on which method should be considered the most appropriate to approach marketing research—and thus how to transfer its knowledge to our students—is not a trivial one. When a new paradigm emerges along with new resources, it is important not to fall into the mistake of focusing on its myth and believing it to be the best and only means by which to observe our reality.