DATA COLLECTION
WHAT IS DATA COLLECTION
Data collection is the process of gathering information to find a solution or outcome to a specific question
or problem. If you’re an academic researcher, you might collect data to answer the question about the
prevalence of a certain disease in a specific region, or an international development professional, for
example, might collect data to determine whether a program is effective.
PRIMARY DATA COLLECTION METHODS
● Surveys
● Interviews
● Observations
● Focus Groups
● Experiments
● Secondary Data Analysis
The data collected through these methods can then be analyzed and used to support or refute research hypotheses
and draw conclusions about the study’s subject matter.
Primary data is collected from 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 use statistical tools. In these
techniques, demand is forecasted based on historical data. These methods of primary data collection are
generally used to make long-term forecasts. Statistical analysis methods are highly reliable as subjectivity
is minimal in these methods.
● Time Series Analysis
. The term 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 time series lack significant trends, smoothing techniques can be used. They
eliminated a random variation from the historical demand, It helps in identifying patterns and
demand levels to estimate future demands. 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 data collection 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 not quantifiable. These techniques are based on experience, judgment, intuition,
conjecture, emotion, etc.
Qualitative 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
qualitative methods with qualitative methods.
● 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 has a wide range of question types to select.
● POLLS–comprise one single or multiple choice question. You can go for polls when it is required to
have a quick pulse of the audience’s sentiments. Because they are short in length, it is easier to get
responses from people.
● INTERVIEWS–interviewer asks the respondents face-to-face or by telephone. In face-to-face
interviews, the interviewer asks a series of questions to the interviewee in person and notes down
responses. If it is not feasible to meet the person, the interviewer can go for a telephone interview.
This form of data collection is suitable for only a few respondents. It is too time-consuming and
tedious to repeat the same process if there are many participants.
● DELPHI TECHNIQUE–market experts are provided with the estimates and assumptions of forecast
made by other experts in the industry. Experts may reconsider and revise their estimate 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–a small group of people, around 8-10 members, discuss the common areas of
the research problem. Each individual provides his or her insights on the issue concerned. A
moderator regulated the discussion among the group members. At the end of the discussion, the
group reaches consensus.
● QUESTIONNAIRE–A questionnaire is a printed set of questions, either open-ended or close-ended.
The respondents must answer based on their knowledge and experience with the issue. 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 data
sources, both internal and external, to the organizational data.
INTERNAL SOURCES OF DATA
● Organization’s health and safety records ● Sales reports
● Mission and vision statements ● CRM Software
● Financial statements ● Executive Summaries
● Magazines
EXTERNAL SOURCES OF DATA
● Government Reports
● Press releases
● Libraries
● Internet