Social networks, blogs and other forms of social media have emerged as forums
where consumers discuss their likes and dislikes, and can be particularly vocal
about companies and products. This data can, and should, be tracked and
monitored to establish consumer sentiment. If a community is established for
research purposes, this should be considered primary data, but using social
media to research existing sentiments is considered secondary research.
The Internet is an ideal starting point for conducting secondary research based
on published data and findings. But, with so much information out there, it can
be a daunting task to find reliable resources