ABSTRACT
This chapter identifies the type of data made available by internet technology and illustrates how to overcome the methodological difficulties imposed by the technology-enabled data, proposes an innovative application of choice-based sampling and WESML estimator. Compared with scanner data, click stream data can provide much more information about the interaction between consumer and e-commerce Web site. Advances in IT have dramatically increased the processing and storage capabilities of Web-based information systems. Online transactions and activities take place around the clock, resulting in a large number of records available for research. The strengths of proposed empirical method are contingent on the quality of the data under investigation. The Internet-enabled data may be complemented with data obtained through traditional sources such as surveys to confirm research findings. Internet technology not only brings along efficiency gains in research data collection, it can also assist one in developing new methodologies, identifying interesting research issues, and developing in-depth explanatory theories.
