Big Data for Small Business

Big data has brought a notable shift in the relationship between technology and business and the ways in which businesses operate. However, the opportunities that big data offer to businesses, come with potential adoption challenges that might have a negative impact on the adoption of big data analysis, which can result in the resistance of organizations to adopt big data analysis. This study aims to understand the reasons behind resistance of adopting big data analysis for small business in South Africa. Literature has been reviewed on changes concerns and factors influencing small business adopting big data analysis. A case study of South African small business was taken; three themes were used to theoretically analyse the collected data (decision making, challenges and technology). Data has been collected through individuals’ interviews with business owners. The study represents some of the different reasons why small South African businesses are resistant to adopt big data analysis. The findings of the study found that lack of knowledge about the real potential of big data analysis is what is stopping small businesses from adopting big data analysis. Additionally, more small business could adopt big data analysis had they been informed about the affordable analysis tools.