Over the past two decades, researchers have increasingly used online methods to gather their data, rather than traditional offline research approaches.Psychological research that can be done online includes experimental, self-report and/or observational research. However, one of the newer forms of online methodologies is the use of online tracking data.
Every company selling online products or services has direct access to every click and keystroke that their customers provide when they are on their website. For instance, the online retailer Amazon tracks everything a consumer does on their website, including what the consumer buys, what the consumer looks at, how long the consumer looks at products, etc. Amazon uses this information to compile customer profiles and make personalised recommendations as to what the consumer can buy next.
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