“大数据—小数据”问题:以小见大的洞察

The“Big Data-Small Data”Problem:Insights for the Big through the Small

在数字经济时代,基于数据的管理决策变成了新的决策范式,并为管理实践赋予了创新源动力。把握决策范式转变机遇的一个重点是如何利用大数据这种新兴的生产要素,通过大数据赋能以提升管理决策的水平。然而,当大数据可能为决策提供全局视图的同时,在很多应用场景中,出于数据的可获性以及成本、时间的限制,乃至人们的认知能力、阅读心理等相关因素的影响,人们所面对和能够直接处理的数据往往是有限的、部分的(即小数据)。针对这种决策信息的不对称性,本文基于一系列的研究,围绕如何通过小数据反映大数据语义内容这一核心,提出了"大数据—小数据"问题。进而,从语义反映的"代表性"、"一致性"、"多样性"的视角出发,系统性地梳理和阐释了这一问题的科学内涵、求解路径、实践意义和管理启示。通过"大数据—小数据"问题提炼而成的以小见大的洞察,可以为数据驱动的决策和创新性价值创造开拓广阔的空间。

In the era of the digital economy,data-based managerial decision-making has become a new paradigm and is empowering innovation in practice.One of the key points for seizing the opportunities in the paradigm shift is how to utilize big data as an emerging productive element in decision processes.However,in many application contexts,due to various reasons such as data availability,cost,time,capability,and psychological factors,people often face data that are limited and partial(i.e.,small data).In this regard,based on a series of studies,this article introduces the notion of the"big data-small data"problem around the core issue of how to reflect the semantics of big data through small data.Furthermore,from the perspectives of**representativenessn,"consistency"and"diversity"for semantic reflection,the scientific merit,solution path,practical significance and managerial implication with respect to this problem are systematically combed and elaborated.The insights through the lens of the"big data-small data problem broaden the realm for data-driven decision-making and innovative value creation.