Fill in the blanks to complete the passage about big data: One of the primary advantages to big data research is that it collects data on observed ______. A disadvantage is that this kind of research requires ______.

• A. Behavior; powerful computers
• B. Attitudes; large teams
• C. Opinions; manual analysis
• D. Data; small budgets

Answer: (A)

Big data research excels by focusing on observed behavior—what people actually do as shown in digital traces like clicks, purchases, location data, and sensor readings. This makes findings grounded in real actions rather than solely in what people say about themselves. A major drawback is that analyzing such vast amounts of data requires powerful computers and substantial computing resources to store, clean, and process the data, run advanced algorithms, and manage complex data pipelines. The other options don’t fit as neatly: attitudes or opinions come from self-reports, which big data isn’t primarily designed to capture; relying on very large teams or manual analysis isn’t the central resource challenge described, and big data typically demands more, not less, budget and infrastructure.