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Source Description Example
Obtaining information from a population via
phone, mail, questionnaires, or online forms. An organisation conducts an online survey to
Survey
Useful for determining opinions, behaviours, gather employees’ opinion on job satisfaction.
and demographics.
To obtain information, engage in direct Company conducts interviews with customers
connection with individuals or organisations.
Interview to gather feedback on products, understand
It might be structured, semi-structured, or customer needs, and identify market trends.
unstructured.
Observing and recording behaviour or
events as they occur. Frequently employed Observing consumer behaviour in stores or
Observation public places to gather insights on users’
in ethnographic studies, or when direct
interaction is not feasible. habits, preferences, and product usage.
Manipulating factors to see how they affect Testing the efficiency of different advertising
Experiment outcomes. Used to determine cause-and- techniques on a group of people.
effect relationships.
Marketing
Campaign (using Using customer data to forecast behaviour A company personalises email marketing
data) and improve advertising performance. initiatives based on previous client purchases.
For patient surveys to assess satisfaction, and
A specialised tool used in surveys – is a collection
of questions meant to gather information treatment outcomes. A questionnaire may
Questionnaire ask respondents to assess their happiness on
from respondents. Can collect quantitative
(numerical) or qualitative (descriptive) data. a scale of 1 to 5 while also providing open-
ended feedback.
Secondary Data Source
Secondary data sources provide information that has been gathered, processed, and published by someone else.
This data can be obtained from a variety of sources, including research articles, books, reports, and internet databases,
and is commonly utilised in research, analysis, and decision-making. Using secondary data sources might save time
and resources because the data has already been collected and processed, but it is critical to assess the data’s
reliability and relevance to ensure it meets the research or analytical requirements.
Secondary data can be collected through the following methods:
Method Description Example
Collecting information from social Analysing social media sentiment to
Social Media Data media sites such as user postings, understand audience reception of a new
Tracking
comments, and interactions. film release.
Employing automated software to Scraping rental listings and prices from real
Web Scraping gather specific information and data estate websites for market analysis.
from websites.
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