“Big data” versus “small data” in social sciences: A reflection of cross-cultural studies on structures of character strengths

Culture significantly influences human cognition and behavior, which has become a major obstacle in cross-cultural studies. Comparing traditional sampling studies (i.e., small data research) with the novelty of millions of samples studies (i.e., big data research), we suggest that the results of the finely controlled, precisely sampled, and accurately analyzed theory-driven small-data research can be replicated by big data studies. This conclusion has been illustrated by recent studies on structures of character strengths that were conducted in both western and eastern countries. Therefore, big data studies that take into account both emic and etic components will be an important approach to conduct cross-cultural research. It facilitates the construction of theories and measures with cross-cultural consistency. Nevertheless, it should be noted that “small data” and “big data” studies are complementary and should not be treated as substitutes for one another.