Abstract
ABSTRACT Data mining represents a suite of data collection, management, and analysis approaches to elicit novel findings from large behavioral data sets. Prior to collecting data, researchers should define the population and consider whether a sample is sufficient. Especially large data sets may require sophisticated data management approaches such as database architectures. Computational resources likewise facilitate an array of cross-sectional and longitudinal analyses. While data mining is not appropriate for every research problem, it constitutes an invaluable set of research techniques that is well-suited to the online domain, making it a vital resource for PR researchers to employ in the future.
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