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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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