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Early geographers used direct observation and modern geographers collect data using indirect observation
they use the scientific method
Sensors
We collect data to see what needs improvement.
The most basic reason to use the internet to collect data is because generally you can collect more data for less money. You are limiting the representativeness of your sample when you do this, however. There are firms that suggest that they can provide representative population samples over the internet, but those claims would have to be assessed on a study by study basis.