This chapter aims to critically reflect on the processes, agendas and use of Big Data by presenting existing issues and problems in place and consolidating our points of views presented from different angles. This chapter also describes current practices of handling Big Data, including considerations of smaller scale data analysis and the use of data visualisation to improve business decisions and prediction of market trends. The chapter concludes that alongside any data collection, analysis and visualisation, the ‘researcher' should be fully aware of the limitations of the data, by considering the data from different perspectives, angles and lenses. Not only will this add the validation and validity of the data, but it will also provide a ‘thinking tool' by which to explore the data. Arguably providing the ‘human skill' required in a process apparently destined to be automated by machines and algorithms.
Significance of Digital Data Visualization Tools in Big Data Analysis for Business Decisions