The process of gathering and analyzing accurate data from various sources to find answers to research problems, trends and probabilities, etc., to evaluate possible outcomes is Known as Data Collection. Keep scrolling to know more.

Knowledge is power, information is knowledge, and data is information in digitized form, at least as defined in IT. Hence, data is power. But before you can leverage that data into a successful strategy for your organization or business, you need to gather it. That’s your first step.

So, to help you get the process started, we shine a spotlight on data collection. What exactly is it? Believe it or not, it’s more than just doing a Google search! Furthermore, what are the different types of data collection? And what kinds of data collection tools and data collection techniques exist?

If you want to get up to speed about what is data collection process, you’ve come to the right place. 

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What is Data Collection: A Definition

Before we define what is data collection, it’s essential to ask the question, “What is data?” The abridged answer is, data is various kinds of information formatted in a particular way. Therefore, data collection is the process of gathering, measuring, and analyzing accurate data from a variety of relevant sources to find answers to research problems, answer questions, evaluate outcomes, and forecast trends and probabilities.

Our society is highly dependent on data, which underscores the importance of collecting it. Accurate data collection is necessary to make informed business decisions, ensure quality assurance, and keep research integrity.

During data collection, the researchers must identify the data types, the sources of data, and what methods are being used. We will soon see that there are many different data collection methods. There is heavy reliance on data collection in research, commercial, and government fields.

Before an analyst begins collecting data, they must answer three questions first:

  • What’s the goal or purpose of this research?
  • What kinds of data are they planning on gathering?
  • What methods and procedures will be used to collect, store, and process the information?

Additionally, we can break up data into qualitative and quantitative types. Qualitative data covers descriptions such as color, size, quality, and appearance. Quantitative data, unsurprisingly, deals with numbers, such as statistics, poll numbers, percentages, etc.

Why Do We Need Data Collection?

Before a judge makes a ruling in a court case or a general creates a plan of attack, they must have as many relevant facts as possible. The best courses of action come from informed decisions, and information and data are synonymous.

The concept of data collection isn’t a new one, as we’ll see later, but the world has changed. There is far more data available today, and it exists in forms that were unheard of a century ago. The data collection process has had to change and grow with the times, keeping pace with technology.

Whether you’re in the world of academia, trying to conduct research, or part of the commercial sector, thinking of how to promote a new product, you need data collection to help you make better choices.

Now that you know what is data collection and why we need it, let's take a look at the different methods of data collection. While the phrase “data collection” may sound all high-tech and digital, it doesn’t necessarily entail things like computers, big data, and the internet. Data collection could mean a telephone survey, a mail-in comment card, or even some guy with a clipboard asking passersby some questions. But let’s see if we can sort the different data collection methods into a semblance of organized categories.

What Are the Different Methods of Data Collection?

The following are seven primary methods of collecting data in business analytics.
  • Surveys

  • Transactional Tracking

  • Interviews and Focus Groups

  • Observation

  • Online Tracking

  • Forms

  • Social Media Monitoring

Data collection breaks down into two methods. As a side note, many terms, such as techniques, methods, and types, are interchangeable and depending on who uses them. One source may call data collection techniques “methods,” for instance. But whatever labels we use, the general concepts and breakdowns apply across the board whether we’re talking about marketing analysis or a scientific research project.

The two methods are:

  • Primary

As the name implies, this is original, first-hand data collected by the data researchers. This process is the initial information gathering step, performed before anyone carries out any further or related research. Primary data results are highly accurate provided the researcher collects the information. However, there’s a downside, as first-hand research is potentially time-consuming and expensive.

  • Secondary

Secondary data is second-hand data collected by other parties and already having undergone statistical analysis. This data is either information that the researcher has tasked other people to collect or information the researcher has looked up. Simply put, it’s second-hand information. Although it’s easier and cheaper to obtain than primary information, secondary information raises concerns regarding accuracy and authenticity. Quantitative data makes up a majority of secondary data.

Specific Data Collection Techniques

Let’s get into specifics. Using the primary/secondary methods mentioned above, here is a breakdown of specific techniques.

Primary Data Collection

  • Interviews

The researcher asks questions of a large sampling of people, either by direct interviews or means of mass communication such as by phone or mail. This method is by far the most common means of data gathering.

  • Projective Data Gathering

Projective data gathering is an indirect interview, used when potential respondents know why they're being asked questions and hesitate to answer. For instance, someone may be reluctant to answer questions about their phone service if a cell phone carrier representative poses the questions. With projective data gathering, the interviewees get an incomplete question, and they must fill in the rest, using their opinions, feelings, and attitudes.

  • Delphi Technique

The Oracle at Delphi, according to Greek mythology, was the high priestess of Apollo’s temple, who gave advice, prophecies, and counsel. In the realm of data collection, researchers use the Delphi technique by gathering information from a panel of experts. Each expert answers questions in their field of specialty, and the replies are consolidated into a single opinion.

  • Focus Groups

Focus groups, like interviews, are a commonly used technique. The group consists of anywhere from a half-dozen to a dozen people, led by a moderator, brought together to discuss the issue.

  • Questionnaires

Questionnaires are a simple, straightforward data collection method. Respondents get a series of questions, either open or close-ended, related to the matter at hand.

Secondary Data Collection

Unlike primary data collection, there are no specific collection methods. Instead, since the information has already been collected, the researcher consults various data sources, such as:

  • Financial Statements
  • Sales Reports
  • Retailer/Distributor/Deal Feedback
  • Customer Personal Information (e.g., name, address, age, contact info)
  • Business Journals
  • Government Records (e.g., census, tax records, Social Security info)
  • Trade/Business Magazines
  • The internet

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Data Collection Tools

Now that we’ve explained the various techniques, let’s narrow our focus even further by looking at some specific tools. For example, we mentioned interviews as a technique, but we can further break that down into different interview types (or “tools”).

  • Word Association

The researcher gives the respondent a set of words and asks them what comes to mind when they hear each word.

  • Sentence Completion

Researchers use sentence completion to understand what kind of ideas the respondent has. This tool involves giving an incomplete sentence and seeing how the interviewee finishes it.

  • Role-Playing

Respondents are presented with an imaginary situation and asked how they would act or react if it was real.

  • In-Person Surveys

The researcher asks questions in person.

  • Online/Web Surveys

These surveys are easy to accomplish, but some users may be unwilling to answer truthfully, if at all.

  • Mobile Surveys

These surveys take advantage of the increasing proliferation of mobile technology. Mobile collection surveys rely on mobile devices like tablets or smartphones to conduct surveys via SMS or mobile apps.

  • Phone Surveys

No researcher can call thousands of people at once, so they need a third party to handle the chore. However, many people have call screening and won’t answer.

  • Observation

Sometimes, the simplest method is the best. Researchers who make direct observations collect data quickly and easily, with little intrusion or third-party bias. Naturally, it’s only effective in small-scale situations.

The Importance of Ensuring Accurate and Appropriate Data Collection

Accurate data collecting is crucial to preserving the integrity of research, regardless of the subject of study or preferred method for defining data (quantitative, qualitative). Errors are less likely to occur when the right data gathering tools are used (whether they are brand-new ones, updated versions of them, or already available).

Among the effects of data collection done incorrectly, include the following -

  • Erroneous conclusions that squander resources
  • Decisions that compromise public policy
  • Incapacity to correctly respond to research inquiries
  • Bringing harm to participants who are humans or animals
  • Deceiving other researchers into pursuing futile research avenues
  • The study's inability to be replicated and validated

When these study findings are used to support recommendations for public policy, there is the potential to result in disproportionate harm, even if the degree of influence from flawed data collecting may vary by discipline and the type of investigation.

Let us now look at the various issues that we might face while maintaining the integrity of data collection.

In order to assist the errors detection process in the data gathering process, whether they were done purposefully (deliberate falsifications) or not, maintaining data integrity is the main justification (systematic or random errors).

Quality assurance and quality control are two strategies that help protect data integrity and guarantee the scientific validity of study results.

Each strategy is used at various stages of the research timeline:

  • Quality control - tasks that are performed both after and during data collecting
  • Quality assurance - events that happen before data gathering starts

Let us explore each of them in more detail now.

Quality Assurance

As data collecting comes before quality assurance, its primary goal is "prevention" (i.e., forestalling problems with data collection). The best way to protect the accuracy of data collection is through prevention. The uniformity of protocol created in the thorough and exhaustive procedures manual for data collecting serves as the best example of this proactive step. 

The likelihood of failing to spot issues and mistakes early in the research attempt increases when guides are written poorly. There are several ways to show these shortcomings:

  • Failure to determine the precise subjects and methods for retraining or training staff employees in data collecting
  • List of goods to be collected, in part
  • There isn't a system in place to track modifications to processes that may occur as the investigation continues.
  • Instead of detailed, step-by-step instructions on how to deliver tests, there is a vague description of the data gathering tools that will be employed.
  • Uncertainty regarding the date, procedure, and identity of the person or people in charge of examining the data
  • Incomprehensible guidelines for using, adjusting, and calibrating the data collection equipment.

Now, let us look at how to ensure Quality Control.

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Quality Control

Despite the fact that quality control actions (detection/monitoring and intervention) take place both after and during data collection, the specifics should be meticulously detailed in the procedures manual. Establishing monitoring systems requires a specific communication structure, which is a prerequisite. Following the discovery of data collection problems, there should be no ambiguity regarding the information flow between the primary investigators and staff personnel. A poorly designed communication system promotes slack oversight and reduces opportunities for error detection.

Direct staff observation conference calls, during site visits, or frequent or routine assessments of data reports to spot discrepancies, excessive numbers, or invalid codes can all be used as forms of detection or monitoring. Site visits might not be appropriate for all disciplines. Still, without routine auditing of records, whether qualitative or quantitative, it will be challenging for investigators to confirm that data gathering is taking place in accordance with the manual's defined methods.

Additionally, quality control determines the appropriate solutions, or "actions," to fix flawed data gathering procedures and reduce recurrences.

Problems with data collection, for instance, that call for immediate action include:

  • Fraud or misbehavior
  • Systematic mistakes, procedure violations 
  • Individual data items with errors
  • Issues with certain staff members or a site's performance 

Researchers are trained to include one or more secondary measures that can be used to verify the quality of information being obtained from the human subject in the social and behavioral sciences where primary data collection entails using human subjects. 

For instance, a researcher conducting a survey would be interested in learning more about the prevalence of risky behaviors among young adults as well as the social factors that influence these risky behaviors' propensity for and frequency.

Let us now explore the common challenges with regard to data collection.

What are Common Challenges in Data Collection?

There are some prevalent challenges faced while collecting data, let us explore a few of them to understand them better and avoid them.

Data Quality Issues

The main threat to the broad and successful application of machine learning is poor data quality. Data quality must be your top priority if you want to make technologies like machine learning work for you. Let's talk about some of the most prevalent data quality problems in this blog article and how to fix them.

Inconsistent Data

When working with various data sources, it's conceivable that the same information will have discrepancies between sources. The differences could be in formats, units, or occasionally spellings. The introduction of inconsistent data might also occur during firm mergers or relocations. Inconsistencies in data have a tendency to accumulate and reduce the value of data if they are not continually resolved. Organizations that have heavily focused on data consistency do so because they only want reliable data to support their analytics.

Data Downtime

Data is the driving force behind the decisions and operations of data-driven businesses. However, there may be brief periods when their data is unreliable or not prepared. Customer complaints and subpar analytical outcomes are only two ways that this data unavailability can have a significant impact on businesses. A data engineer spends about 80% of their time updating, maintaining, and guaranteeing the integrity of the data pipeline. In order to ask the next business question, there is a high marginal cost due to the lengthy operational lead time from data capture to insight.

Schema modifications and migration problems are just two examples of the causes of data downtime. Data pipelines can be difficult due to their size and complexity. Data downtime must be continuously monitored, and it must be reduced through automation.

Ambiguous Data

Even with thorough oversight, some errors can still occur in massive databases or data lakes. For data streaming at a fast speed, the issue becomes more overwhelming. Spelling mistakes can go unnoticed, formatting difficulties can occur, and column heads might be deceptive. This unclear data might cause a number of problems for reporting and analytics.

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Duplicate Data

Streaming data, local databases, and cloud data lakes are just a few of the sources of data that modern enterprises must contend with. They might also have application and system silos. These sources are likely to duplicate and overlap each other quite a bit. For instance, duplicate contact information has a substantial impact on customer experience. If certain prospects are ignored while others are engaged repeatedly, marketing campaigns suffer. The likelihood of biased analytical outcomes increases when duplicate data are present. It can also result in ML models with biased training data.

Too Much Data

While we emphasize data-driven analytics and its advantages, a data quality problem with excessive data exists. There is a risk of getting lost in an abundance of data when searching for information pertinent to your analytical efforts. Data scientists, data analysts, and business users devote 80% of their work to finding and organizing the appropriate data. With an increase in data volume, other problems with data quality become more serious, particularly when dealing with streaming data and big files or databases.

Inaccurate Data

For highly regulated businesses like healthcare, data accuracy is crucial. Given the current experience, it is more important than ever to increase the data quality for COVID-19 and later pandemics. Inaccurate information does not provide you with a true picture of the situation and cannot be used to plan the best course of action. Personalized customer experiences and marketing strategies underperform if your customer data is inaccurate.

Data inaccuracies can be attributed to a number of things, including data degradation, human mistake, and data drift. Worldwide data decay occurs at a rate of about 3% per month, which is quite concerning. Data integrity can be compromised while being transferred between different systems, and data quality might deteriorate with time.

Hidden Data

The majority of businesses only utilize a portion of their data, with the remainder sometimes being lost in data silos or discarded in data graveyards. For instance, the customer service team might not receive client data from sales, missing an opportunity to build more precise and comprehensive customer profiles. Missing out on possibilities to develop novel products, enhance services, and streamline procedures is caused by hidden data.

Finding Relevant Data

Finding relevant data is not so easy. There are several factors that we need to consider while trying to find relevant data, which include -

  • Relevant Domain
  • Relevant demographics
  • Relevant Time period and so many more factors that we need to consider while trying to find relevant data.

Data that is not relevant to our study in any of the factors render it obsolete and we cannot effectively proceed with its analysis. This could lead to incomplete research or analysis, re-collecting data again and again, or shutting down the study.

Deciding the Data to Collect

Determining what data to collect is one of the most important factors while collecting data and should be one of the first factors while collecting data. We must choose the subjects the data will cover, the sources we will be used to gather it, and the quantity of information we will require. Our responses to these queries will depend on our aims, or what we expect to achieve utilizing your data. As an illustration, we may choose to gather information on the categories of articles that website visitors between the ages of 20 and 50 most frequently access. We can also decide to compile data on the typical age of all the clients who made a purchase from your business over the previous month.

Not addressing this could lead to double work and collection of irrelevant data or ruining your study as a whole.

Dealing With Big Data

Big data refers to exceedingly massive data sets with more intricate and diversified structures. These traits typically result in increased challenges while storing, analyzing, and using additional methods of extracting results. Big data refers especially to data sets that are quite enormous or intricate that conventional data processing tools are insufficient. The overwhelming amount of data, both unstructured and structured, that a business faces on a daily basis. 

The amount of data produced by healthcare applications, the internet, social networking sites social, sensor networks, and many other businesses are rapidly growing as a result of recent technological advancements. Big data refers to the vast volume of data created from numerous sources in a variety of formats at extremely fast rates. Dealing with this kind of data is one of the many challenges of Data Collection and is a crucial step toward collecting effective data. 

Low Response and Other Research Issues

Poor design and low response rates were shown to be two issues with data collecting, particularly in health surveys that used questionnaires. This might lead to an insufficient or inadequate supply of data for the study. Creating an incentivized data collection program might be beneficial in this case to get more responses.

Now, let us look at the key steps in the data collection process.

What are the Key Steps in the Data Collection Process?

In the Data Collection Process, there are 5 key steps. They are explained briefly below -

1. Decide What Data You Want to Gather

The first thing that we need to do is decide what information we want to gather. We must choose the subjects the data will cover, the sources we will use to gather it, and the quantity of information that we would require. For instance, we may choose to gather information on the categories of products that an average e-commerce website visitor between the ages of 30 and 45 most frequently searches for. 

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2. Establish a Deadline for Data Collection

The process of creating a strategy for data collection can now begin. We should set a deadline for our data collection at the outset of our planning phase. Some forms of data we might want to continuously collect. We might want to build up a technique for tracking transactional data and website visitor statistics over the long term, for instance. However, we will track the data throughout a certain time frame if we are tracking it for a particular campaign. In these situations, we will have a schedule for when we will begin and finish gathering data. 

3. Select a Data Collection Approach

We will select the data collection technique that will serve as the foundation of our data gathering plan at this stage. We must take into account the type of information that we wish to gather, the time period during which we will receive it, and the other factors we decide on to choose the best gathering strategy.

4. Gather Information

Once our plan is complete, we can put our data collection plan into action and begin gathering data. In our DMP, we can store and arrange our data. We need to be careful to follow our plan and keep an eye on how it's doing. Especially if we are collecting data regularly, setting up a timetable for when we will be checking in on how our data gathering is going may be helpful. As circumstances alter and we learn new details, we might need to amend our plan.

5. Examine the Information and Apply Your Findings

It's time to examine our data and arrange our findings after we have gathered all of our information. The analysis stage is essential because it transforms unprocessed data into insightful knowledge that can be applied to better our marketing plans, goods, and business judgments. The analytics tools included in our DMP can be used to assist with this phase. We can put the discoveries to use to enhance our business once we have discovered the patterns and insights in our data.

Let us now look at some data collection considerations and best practices that one might follow.

Data Collection Considerations and Best Practices

We must carefully plan before spending time and money traveling to the field to gather data. While saving time and resources, effective data collection strategies can help us collect richer, more accurate, and richer data.

Below, we will be discussing some of the best practices that we can follow for the best results -

1. Take Into Account the Price of Each Extra Data Point

Once we have decided on the data we want to gather, we need to make sure to take the expense of doing so into account. Our surveyors and respondents will incur additional costs for each additional data point or survey question.

2. Plan How to Gather Each Data Piece

There is a dearth of freely accessible data. Sometimes the data is there, but we may not have access to it. For instance, unless we have a compelling cause, we cannot openly view another person's medical information. It could be challenging to measure several types of information.

Consider how time-consuming and difficult it will be to gather each piece of information while deciding what data to acquire.

3. Think About Your Choices for Data Collecting Using Mobile Devices

Mobile-based data collecting can be divided into three categories -

  • IVRS (interactive voice response technology) -  Will call the respondents and ask them questions that have already been recorded. 
  • SMS data collection - Will send a text message to the respondent, who can then respond to questions by text on their phone. 
  • Field surveyors - Can directly enter data into an interactive questionnaire while speaking to each respondent, thanks to smartphone apps.

We need to make sure to select the appropriate tool for our survey and responders because each one has its own disadvantages and advantages.

4. Carefully Consider the Data You Need to Gather

It's all too easy to get information about anything and everything, but it's crucial to only gather the information that we require. 

It is helpful to consider these 3 questions:

  • What details will be helpful?
  • What details are available?
  • What specific details do you require?

5. Remember to Consider Identifiers

Identifiers, or details describing the context and source of a survey response, are just as crucial as the information about the subject or program that we are actually researching.

In general, adding more identifiers will enable us to pinpoint our program's successes and failures with greater accuracy, but moderation is the key.

6. Data Collecting Through Mobile Devices is the Way to Go

Although collecting data on paper is still common, modern technology relies heavily on mobile devices. They enable us to gather many various types of data at relatively lower prices and are accurate as well as quick. There aren't many reasons not to pick mobile-based data collecting with the boom of low-cost Android devices that are available nowadays.

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FAQs

1. What is data collection?

Data collection is the process of collecting and analyzing information on relevant variables in a predetermined, methodical way so that one can respond to specific research questions, test hypotheses, and assess results.

2. What are the primary data collection methods?

As is well known, gathering primary data is costly and time intensive. The main techniques for gathering data are observation, interviews, questionnaires, schedules, and surveys.

3. What are data collection tools?

The term "data collecting tools" refers to the tools/devices used to gather data, such as a paper questionnaire or a system for computer-assisted interviews. Tools used to gather data include case studies, checklists, interviews, occasionally observation, surveys, and questionnaires.

4. What’s the difference between quantitative and qualitative methods?

While qualitative research focuses on words and meanings, quantitative research deals with figures and statistics. You can systematically measure variables and test hypotheses using quantitative methods. You can delve deeper into ideas and experiences using qualitative methodologies.

5. What are quantitative data collection methods?

While there are numerous other ways to get quantitative information, the methods indicated above—probability sampling, interviews, questionnaire observation, and document review—are the most typical and frequently employed, whether collecting information offline or online.

6. What is mixed methods research?

User research that includes both qualitative and quantitative techniques is known as mixed methods research. For deeper user insights, mixed methods research combines insightful user data with useful statistics.

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