Marketing Research in the Fourth Industrial Revolution,Using “Big Data” Analytics and “Machine Learning” to Provide Value to the Customer

One of the most important consequences of the fourth industrial revolution is the digitalization of the business environment and the expansion of data-driven marketing. The consequences of these developments will have a profound effect on marketing research. The purpose of this study is to identify the components of value among the large volume of customer feedback in social networks using “Machine Learning” to analyze “Big Data”. This research is descriptive-survey in terms of applied purpose, qualitative in terms of data collection method and qualitative-quantitative (mixed methods) in terms of implementation. For this purpose, the tourism industry is selected as a case study and 8290 customers' opinions are collected from the Internet in this regard and the components of value are extracted using two different methods of "data clustering" and extraction of “association rules". The results of the research in the data clustering section include the identification of 20 value components in relation to the values desired by tourists. Also, using the second method (association rules), seven laws were extracted from the hidden knowledge, in the relationships between the phrases used in the opinions of tourists. In general, the results show that using Big Data analytics and “Machine Learning”, the process of “marketing research” is possible with higher speed and accuracy and lower relative cost.