Data Collection Resources

Why Do We Need Data Collection?

Before a judge makes a ruling in a court case or a general creates a plan of attack, they must have as many relevant facts as possible. The best courses of action come from informed decisions, and information and data are synonymous.

The concept of data collection isn’t a new one, as we’ll see later, but the world has changed. There is far more data available today, and it exists in forms that were unheard of a century ago. The data collection process has had to change and grow with the times, keeping pace with technology.

Whether you’re in the world of academia, trying to conduct research, or part of the commercial sector, thinking of how to promote a new product, you need data collection to help you make better choices.

What Are the Different Methods of Data Collection?

While the phrase “data collection” may sound all high-tech and digital, it doesn’t necessarily entail things like computers, big data, and the internet. Data collection could mean a telephone survey, a mail-in comment card, or even some guy with a clipboard asking passersby some questions. But let’s see if we can sort the different data collection methods into a semblance of organized categories.

Data collection breaks down into two methods. As a side note, many terms, such as techniques, methods, and types, are interchangeable and depending on who uses them. One source may call data collection techniques “methods,” for instance. But whatever labels we use, the general concepts and breakdowns apply across the board whether we’re talking about marketing analysis or a scientific research project.

The two methods are:

Primary

As the name implies, this is original, first-hand data collected by the data researchers. This process is the initial information gathering step, performed before anyone carries out any further or related research. Primary data results are highly accurate provided the researcher collects the information. However, there’s a downside, as first-hand research is potentially time-consuming and expensive.

Secondary

Secondary data is second-hand data collected by other parties and already having undergone statistical analysis. This data is either information that the researcher has tasked other people to collect or information the researcher has looked up. Simply put, it’s second-hand information. Although it’s easier and cheaper to obtain than primary information, secondary information raises concerns regarding accuracy and authenticity. Quantitative data makes up a majority of secondary data.

Specific Data Collection Techniques

Let’s get into specifics. Using the primary/secondary methods mentioned above, here is a breakdown of specific techniques.

Primary Data Collection

• Interviews.

The researcher asks questions of a large sampling of people, either by direct interviews or means of mass communication such as by phone or mail. This method is by far the most common means of data gathering.

• Projective Technique.

Projective data gathering is an indirect interview, used when potential respondents know why they're being asked questions and hesitate to answer. For instance, someone may be reluctant to answer questions about their phone service if a cell phone carrier representative poses the questions. With projective data gathering, the interviewees get an incomplete question, and they must fill in the rest, using their opinions, feelings, and attitudes.

• Delphi Technique.

The Oracle at Delphi, according to Greek mythology, was the high priestess of Apollo’s temple, who gave advice, prophecies, and counsel. In the realm of data collection, researchers use the Delphi technique by gathering information from a panel of experts. Each expert answers questions in their field of specialty, and the replies are consolidated into a single opinion.

• Focus Groups.

Focus groups, like interviews, are a commonly used technique. The group consists of anywhere from a half-dozen to a dozen people, led by a moderator, brought together to discuss the issue.

• Questionnaires.

Questionnaires are a simple, straightforward data collection method. Respondents get a series of questions, either open or close-ended, related to the matter at hand.

Secondary Data Collection

Unlike primary data collection, there are no specific collection methods. Instead, since the information has already been collected, the researcher consults various data sources, such as:

• Financial Statements
• Sales Reports
• Retailer/Distributor/Deal Feedback
• Customer Personal Information (e.g., name, address, age, contact info)
• Business Journals
• Government Records (e.g., census, tax records, Social Security info)
• Trade/Business Magazines
• The internet

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