The programming language primarily associated with data analysis in big data scenarios is Python. Known for its simplicity and versatility, Python offers numerous libraries, such as Pandas, NumPy, and Matplotlib, which facilitate data manipulation, cleaning, and visualization. These features make Python a dominant choice in the fields of data science and machine learning. Its compatibility with big data frameworks, like Apache Spark and Hadoop, further enhances its capabilities, allowing analysts to extract actionable insights from massive datasets.