Gathering Data in Quantitative and Qualitative research

Both quantitative and qualitative research can be conducted using primary or secondary data, and the Internet provides an ideal tool for both avenues.

Web analytics packages are a prime source of data. Using data such as search terms, referral URLs and internal search data can lead to qualitative assumptions about the consumers visiting a website. However, when data is measurable and specific, such as impressions and click through rates, this leads to quantitative research.