Big Data Meets Survey Science

1Why Machines Matter for Survey and Social Science Researchers: Exploring Applications of Machine Learning Methods for Design, Data Collection, and Analysis

Trent D. Buskirk¹and Antje Kirchner²

¹Applied Statistics and Operations Research Department, College of Business, Bowling Green State University, Bowling Green, OH, USA

²RTI International, Research Triangle Park, NC, USA

1.1 Introduction

The earliest hard drives on personal computers had the capacity to store roughly 5 MB – now typical personal computers can store thousands of times more (around 500 GB). Data and computing are not limited to supercomputing centers, mainframe or personal computers, but have become more mobile and virtual. In fact, the very definition of “computer” is evolving to encompass more and more aspects of our lives from transportation (with computers in our cars and cars that drive themselves) to everyday living with televisions, refrigerators, doorbells, thermostats, and many other devices that are Internet‐enabled and “smart.” The rise of the Internet of things, smart devices, and personal computing power relegated to mobile environments and devices, like our smartphone, has certainly created an unprecedented opportunity for survey and social researchers and government officials to track, measure, and better understand public opinion, social phenomena, and the world around us.

A review of the current social science and survey research literature reveals that these fields are indeed at a crossroads ...