Data Collection Methods: Definition, Examples and Sources

Data is a collection of facts, figures, objects, symbols, and events gathered from
different sources. Organizations collect data to make better decisions. Without
data, it would be difficult for organizations to make appropriate decisions, and so
data is collected at various points in time from different audiences.
For instance, before launching a new product, an organization needs to collect data
on product demand, customer preferences, competitors, etc. In case data is not
collected beforehand, the organization’s newly launched product may lead to
failure for many reasons, such as less demand and inability to meet customer
needs.
Although data is a valuable asset for every organization, it does not serve any
purpose until analyzed or processed to get the desired results.
You can categorize data collection methods into primary methods of data
collection and secondary methods of data collection.
Primary Data Collection Methods
Primary data is collected from the first-hand experience and is not used in the past.
The data gathered by primary data collection methods are specific to the research’s
motive and highly accurate.
Primary data collection methods can be divided into two categories: quantitative
methods and qualitative methods.
Quantitative Methods:
Quantitative techniques for market research and demand forecasting usually make
use of statistical tools. In these techniques, demand is forecast based on historical
data. These methods of primary data collection are generally used to make long-
term forecasts. Statistical methods are highly reliable as the element of subjectivity
is minimum in these methods.
Time Series Analysis
The term time series refers to a sequential order of values of a variable, known as a
trend, at equal time intervals. Using patterns, an organization can predict the
demand for its products and services for the projected time.
Smoothing Techniques
In cases where the time series lacks significant trends, smoothing techniques can
be used. They eliminate a random variation from the historical demand. It helps in
identifying patterns and demand levels to estimate future demand. The most
common methods used in smoothing demand forecasting techniques are the simple
moving average method and the weighted moving average method.
Barometric Method
Also known as the leading indicators approach, researchers use this method to
speculate future trends based on current developments. When the past events are
considered to predict future events, they act as leading indicators.
Qualitative Methods:
Qualitative methods are especially useful in situations when historical data is not
available. Or there is no need of numbers or mathematical calculations. Qualitative
research is closely associated with words, sounds, feeling, emotions, colors, and
other elements that are non-quantifiable. These techniques are based on
experience, judgment, intuition, conjecture, emotion, etc.
Quantitative methods do not provide the motive behind participants’ responses,
often don’t reach underrepresented populations, and span long periods to collect
the data. Hence, it is best to combine quantitative methods with qualitative
methods.
Surveys
Surveys are used to collect data from the target audience and gather insights into
their preferences, opinions, choices, and feedback related to their products and
services. Most survey software often a wide range of question types to select.
You can also use a ready-made survey template to save on time and effort. Online
surveys can be customized as per the business’s brand by changing the theme,
logo, etc. They can be distributed through several distribution channels such as
email, website, offline app, QR code, social media, etc. Depending on the type and
source of your audience, you can select the channel.
Once the data is collected, survey software can generate various reports and run
analytics algorithms to discover hidden insights. A survey dashboard can give you
the statistics related to response rate, completion rate, filters based on
demographics, export and sharing options, etc. You can maximize the effort spent
on online data collection by integrating survey builder with third-party apps.
Polls
Polls comprise of one single or multiple choice question. When it is required to
have a quick pulse of the audience’s sentiments, you can go for polls. Because they
are short in length, it is easier to get responses from the people.
Similar to surveys, online polls, too, can be embedded into various platforms. Once
the respondents answer the question, they can also be shown how they stand
compared to others’ responses.
Interviews
In this method, the interviewer asks questions either face-to-face or through
telephone to the respondents. In face-to-face interviews, the interviewer asks a
series of questions to the interviewee in person and notes down responses. In case
it is not feasible to meet the person, the interviewer can go for a telephonic
interview. This form of data collection is suitable when there are only a few
respondents. It is too time-consuming and tedious to repeat the same process if
there are many participants.
Delphi Technique
In this method, market experts are provided with the estimates and assumptions of
forecasts made by other experts in the industry. Experts may reconsider and revise
their estimates and assumptions based on the information provided by other
experts. The consensus of all experts on demand forecasts constitutes the final
demand forecast.
Focus Groups
In a focus group, a small group of people, around 8-10 members, discuss the
common areas of the problem. Each individual provides his insights on the issue
concerned. A moderator regulates the discussion among the group members. At the
end of the discussion, the group reaches a consensus.
Questionnaire
A questionnaire is a printed set of questions, either open-ended or closed-ended.
The respondents are required to answer based on their knowledge and experience
with the issue concerned. The questionnaire is a part of the survey, whereas the
questionnaire’s end-goal may or may not be a survey.
Secondary Data Collection Methods
Secondary data is the data that has been used in the past. The researcher can
obtain data from the sources, both internal and external, to the organization.
Internal sources of secondary data:
 Organization’s health and safety records
 Mission and vision statements
 Financial Statements
 Magazines
 Sales Report
 CRM Software
 Executive summaries
External sources of secondary data:
  Government reports
 Press releases
 Business journals
 Libraries
 Internet
The secondary data collection methods, too, can involve both quantitative and
qualitative techniques. Secondary data is easily available and hence, less time-
consuming and expensive as compared to the primary data. However, with the
secondary data collection methods, the authenticity of the data gathered cannot be
verified.
Primary Data Sources

A primary source provides direct or firsthand evidence about an event, object,

person, or work of art. Primary sources provide the original materials on which
other research is based and enable students and other researchers to get as close as
possible to what actually happened during a particular event or time period.
Published materials can be viewed as primary resources if they come from the time
period that is being discussed, and were written or produced by someone with
firsthand experience of the event. Often primary sources reflect the individual
viewpoint of a participant or observer. Primary sources can be written or non-
written (sound, pictures, artifacts, etc.). In scientific research, primary sources
present original thinking, report on discoveries, or share new information.
Examples of primary sources:
 Autobiographies and memoirs
 Diaries, personal letters, and correspondence
 Interviews, surveys, and fieldwork
 Internet communications on email, blogs, listservs, and newsgroups
 Photographs, drawings, and posters
 Works of art and literature
 Books, magazine and newspaper articles and ads published at the time
 Public opinion polls
 Speeches and oral histories
  Original documents (birth certificates, property deeds, trial transcripts)
 Research data, such as census statistics
 Official and unofficial records of organizations and government agencies
 Artifacts of all kinds, such as tools, coins, clothing, furniture, etc.
 Audio recordings, DVDs, and video recordings
 Government documents (reports, bills, proclamations, hearings, etc.)
 Patents
 Technical reports
 Scientific journal articles reporting experimental research results
Common Data Types in Public Health Research
Data Types
Quantitative Data
 Quantitative data is measurable, often used for comparisons, and involves
counting of people, behaviors, conditions, or other discrete events (Wang,
2013).
 Quantitative data uses numbers to determine the what, who, when, and
where of health-related events (Wang, 2013).
 Examples of quantitative data include: age, weight, temperature, or the
number of people suffering from diabetes.
Qualitative Data
 Qualitative data is a broad category of data that can include almost any non-
numerical data.
 Qualitative data uses words to describe a particular health-related event
(Romano).
 This data can be observed, but not measured.
 Involves observing people in selected places and listening to discover how
they feel and why they might feel that way (Wang, 2013).
 Examples of qualitative data include: male/female, smoker/non-smoker, or
questionnaire response (agree, disagree, neutral).
 Example of qualitative data from a health care setting includes (Curry,
Nembhard, & Bradley, 2009):
o Measuring organizational change.
o Measures of clinical leadership in implementing evidence-based
guidelines.
 o Patient perceptions of quality of care.
Data Sources
Primary Data Sources
 Primary data analysis in which the same individual or team of researchers
designs, collects, and analyzes the data, for the purpose of answering a
research question (Koziol & Arthur, nd).
 Advantages to Using Primary Data
o You collect exactly the data elements that you need to answer your
research question (Romano).
o You can test an intervention, such as an experimental drug or an
educational program, in the purest way (a double-blind randomized
controlled trial (Romano).
o You control the data collection process, so you can ensure data
quality, minimize the number of missing values, and assess the
reliability of your instruments (Romano).
Secondary Data Sources
 Existing data collected for another purposes, that you use to answer your
research question (Romano).
 Advantages of Working with Secondary Data
o Large samples
o Can provide population estimates : for example state data can be
combined across states to get national estimates (Shaheen, Pan, &
Mukherjee).
o Less expensive to collect than primary data (Romano)
o It takes less time to collect secondary data (Romano).
o You may not need to worry about informed consent, human subjects
restriction (Romano).
 Issues in Using Secondary Data
o Study design and data collection already completed (Koziol & Arthur,
nd).
o Data may not facilitate particular research question o Information
regarding study design and data collection procedures may be scarce.
o Data may potentially lack depth (the greater the breadth the harder it
is to measure any one construct in depth) (Koziol & Arthur, nd).
o Certain fields or departments (e.g., experimental programs) may place
less value on secondary data analysis (Koziol & Arthur, nd).
o Often requires special techniques to analyze statistically the data.