Unit 1: Page 32: Gathering Data

Question 1

List the two types of sources of data.

Answer 1

• Primary
• Secondary

Question 2

Explain Primary data.

Answer 2

Data that is gathered directly from the source.

Question 3

Explain Secondary data.

Answer 3

This is data that already exists, for example, from previous research.

Question 4

What two things do data need to be to be reliable?

Answer 4

• Accurate
• Complete

Question 5

Describe Accurate data.

Answer 5

The data must be accurate and truthful. This is easier to achieve from primary sources; secondary data must be from a trustworthy source.

Question 6

Describe Complete data.

Answer 6

All the data must be there, For example, sales data that misses a month’s results could lead to incorrect decisions.

Question 7

What are the three Primary ways of Collecting data

Answer 7

• Questionnaires
• Interviews
• Focus groups

Question 8

Describe Questionnaires.

Answer 8

This comprises a series of questions, usually closed-ended with a checkbox answer options. Traditional paper formats or electronic questionnaire websites can be used.

Question 9

What are the advantages of questionnaires?

Answer 9

• 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.

Question 10

What are the disadvantages of questionnaires?

Answer 10

• 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 low.

Question 11

Describe Interviews

Answer 11

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 on line using video conferencing.

Question 12

What are the advantages of Interviews?

Answer 12

• Follow up question can be asked, giving more detailed understanding of answers.
• Personal contact can elicit greater honesty from the respondent.

Question 13

What are the disadvantages of Interviews?

Answer 13

• 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.

Question 14

Describe Focus Groups.

Answer 14

This type of of survey involves a group of people who are invited to take part. The participants answer questions and share ideas by engaging conversation.

Question 15

What are the advantages of Focus Groups?

Answer 15

• It is quicker to gather information from a large group than from individuals.
• Respondents react to each other’s answers, providing very detailed data.

Question 16

What are the disadvantages of Focus Groups?

Answer 16

• Assembling a group of people at the same time can be difficult.
• As with interviews, the qualitative data can be hard to analyse.