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Advantages and Limitations of Using Clickstream Data in Sociological Research

Student: Irina Kholuyova

Supervisor: Aigul M. Klimova

Faculty: Faculty of Social Sciences

Educational Programme: Complex Social Analysis (Master)

Year of Graduation: 2017

This work is devoted to the evaluation of the quality of the clickstream data, i.e. в data generated by the browser history of visiting Internet sites and search requests. Based on data and results of online research provided by Online Market Intelligence, the quality of data is assessed by such criteria as error of coverage and measurement error. Evaluation of the construct validity, as well as an error related to the memory effect of the respondents, is also performed. As a result, conclusions about the possibilities of using clickstream data are made, the main limitations of their use are also formulated.

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