Internet measurement data – practical and technical issues

Abstract

Any research conducted in the Internet arena will require appropriate and accurate data with which to conduct analysis. This article critically reviews the two currently available Internet data types (site‐centric and user‐centric) for audience analysis and strategic planning on the World Wide Web. Interviews with providers of both data types are also reported in order to objectively compare the two approaches. Based on the analysis, a set of guidelines is developed to guide academics and practitioners in their choice of measurement data for online marketing and advertising research studies. The article offers increased technical understanding of the two data types as well as an objective means of selecting Web data given a particular study and research objectives.

Citation

Mullarkey, G.W. (2004), "Internet measurement data – practical and technical issues", Marketing Intelligence & Planning, Vol. 22 No. 1, pp. 42-58. https://doi.org/10.1108/02634500410516904