Abstract

Modern Webscraping tools and APIs facilitate the extraction of information from the Internet significantly, especially if the data is not offered for download in a structured format. In this abstract we outline, that Webscraping, as a common practice to load, prepare and statistically analyze specific structured or unstructured data from the Internet, has become an essential application in Marketing and Data Science. Furthermore, we emphasize the importance of Open Data and social media data as a scraping target and illustrate examples of Open Data and social media data integration, Sentiment Analysis and website content classification as a utilization of Webscraping in a Market Research environment. While we argue that Webscraping of internet data is an enabler and driver of product innovation in Market Research it should also be noted that there are some legal restrictions involved.

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