Revisiting IS research practice in the era of big data

Abstract

Through building and testing theory, the practice of research animates data for human sense-making about the world. The IS field began in an era when research data was scarce; in today's age of big data, it is now abundant. Yet, IS researchers often enact methodological assumptions developed in a time of data scarcity, and many remain uncertain how to systematically take advantage of new opportunities afforded by big data. How should we adapt our research norms, traditions, and practices to reflect newfound data abundance? How can we leverage the availability of big data to generate cumulative and generalizable knowledge claims that are robust to threats to validity? To date, IS academics have largely welcomed the arrival of big data as an overwhelmingly positive development. A common refrain in the discipline is: more data is great, IS researchers know all about data, and we are a well-positioned discipline to leverage big data in research and teaching. In our opinion, many benefits of big data will be realized only with a thoughtful understanding of the implications of big data availability and, increasingly, a deliberate shift in IS research practices. We advocate for a need to re-visit and extend traditional models that are commonly used to guide much of IS research. Based on our analysis, we propose a research approach that incorporates consideration of big data—and associated implications such as data abundance—into a classic approach to building and testing theory. We close our commentary by discussing the implications of this hybrid approach for the organization, execution, and evaluation of theory-informed research. Our recommendations on how to update one approach to IS research practice may have relevance to all theory-informed researchers who seek to leverage big data.