Topic 32 - Gathering data Flashcards
Why do organisations need to gather data?
Organisations need to gather data for a wide variety of reasons.
- One of the most common reasons is to find
out what their customers want and what they
are prepared to buy
What are the 2 different sources when gathering data we can collect it from?
(Source of data)
- Primary
- Secondary
What is Primary?
(Source of data)
Primary = Data is gathered
What is Secondary?
(Source of data)
Secondary
What is Primary data?
(Source of data)
Primary - Data is gathered directly from the source, for example using a survey or from sensor readings
What secondary data?
(Source of data)
Secondary - This is data that already exists, for example from previous research, books, journals or reports. It could also be data on shopping trends (brought from a market research company).
What must data be so it is useful?
(Data realiablility)
For data to be useful, it must be realiable
What are the 2 ways in which data can be judged realiable?
(Data realiablility)
- Complete
- Accurate
What does complete mean?
(Data realiablility)
Complete - All the data must be there.
For example, salses data that misses a month’s results could lead to incorrect decisions
What does Accurate mean?
(Data realiablility)
Accurate - The data must be correct and truthful. This is easier to achieve from primary sources; secondary data must be from a trustworthy source
What is an excellent method of gathering data?
(Collecting primary data)
Surveys are an excellect method of gathering primary data.
The organisation gathers the data itself, so can be sure it is reliable
What are the 3 ways of carrying out a survey?
(Collecting primary data)
1 - Questionnaire
2 - Interview
3 - Focus group
What are Questionaire?
(Collecting primary data)
(Questionaire)
- This comprises a series of questions, usually close - ended with checkbox answer options.
- Traditional paper formats or electronic questionaire websites can be used
What are the 2 advantage of Questionnaire?
(Collecting primary data)
- Allows you to gather information from a large audience in a short space of time
- All respondents get asked the same questions, giving consistency to data
What are the 2 Disadvantage of Questionnaire?
(Collecting primary data)
- The traditional closed questions don’t offer
any explanation of answers, while remote
questionnaires may be misinterpreted by
users resulting in less reliable data - Response rate is usually very low
What are Interview?
(Collecting primary data)
(Interview)
- This is a focused one-to-one meeting with an
individual where an interviewer asks
questions. - This could be face-to-face, over the phone or
online using video conferencing.
What are the 2 advantage of Interview?
(Collecting primary data)
- Follow-up questions can be asked, giving
more detailed understanding of answers - Personal contact can elicit greater honesty
from the respondent
What are the 2 Disadvantage of Interview?
(Collecting primary data)
- It takes a significant amount of time to
gather data from a range of people - Data is less quantitative than from
questionnaires and so harder to analyse
What are Focus group?
(Collecting primary data)
This type of survey involves a group of people who are invited to take part.
- The participants answer questions and share
ideas by engaging in conversation
What are the 2 advantage of Focus group?
(Collecting primary data)
- It is quicker to gather information from a large group than from individuals
- Respondents react to each other’s answers,
providing very detailed data
What are the 2 Disadvantage of Focus group?
(Collecting primary data)
- Assembling a group of people at the same time can be difficult
- As with interviews, the qualitative data can be hard to analyse
