The data is out there. Analyzing from electronic tracks of behavior

Traditional research data is primary data captured through the deliberate process of data collection, through an instrument built from themes of research, narrowing in on the relevant theories, and concluding with operationalizations of concepts and measurement of the variables that then will constitute the data foundation for the research analysis. Most often the research investigations within the broad area of social science have as their normal research objects the human subjects. The validity of the results obtained through this design is greatly affected by the coloring in obtaining socially desirable answers as well as by an often ignored bias present in low response rates. This presentation will exemplify how the electronification of human behavior supplies an added complete, reliable, and easily accessible resource for analysis both through regular content statements (exemplified by e-mails and blogs) as well as the electronic traces of behavior (exemplified by click-streams of web behavior)