Methods of Data Collection

Effective methods of data collection can critical insight for well-researched decisions. Depending
on the method of collection, certain data collection types may give you more accurate results
than others. Understanding the best type of data and collection method for your needs can help
you get the most useful and relevant results. In this article, we explain the different data
collection types, provide six methods of data collection and share an example of how you can
use each.

Types of data collection

There are many types of data that you can collect and each can provide its own benefits. The
type you choose to use might depend on what you are interested in learning. Some types of
data collection include:

Qualitative
Qualitative data collection refers to non-numerical research that gathers information on
concepts, thoughts or experiences. Typically, qualitative results are useful for experience-based
topics, like disc golf player needs. Qualitative research is common in humanities research and
may use more personal methods of data collection. Some examples of qualitative data
collection and research include:
 Observations
 Surveys
 Focus groups
 Interviews

Quantitative
Quantitative data collection is the opposite of qualitative and instead collects numerical or
statistical information. For example, your results might be a number of something, a percentage
or an amount of time. Quantitative data can be useful for measuring demographics for
marketing or comparing key statistics in board reports. Quantitative research is typically
common in financial or scientific areas of study. Some examples of quantitative data collection
and research include observations and surveys.

Primary
Primary data collection happens when researchers obtain information directly from the original
sources. For example, if you were researching to find the best material for your product, you
may interview experts to gather primary research data to help inform the development of your
product. These primary sources of data collection can vary depending on research subjects.
Sources of primary data can also include market or academic research.

Secondary
Secondary data collection refers to information gathered from previous research. The previous
research might come from researchers who originally conducted the studies for another project
and then made their findings public, or organizations who have published the research for
awareness, like government organizations or nonprofits. This data is usually already analyzed
and put into context. Sources of secondary data can include:
 Books
 Scholarly journals and papers
 Newspapers
 Websites
  Podcasts

6 methods of data collection

There are many methods of data collection that you can use in your workplace, including:
1. Observation
Observational methods focus on examining things and collecting data about them. This might
include observing individual animals or people in their natural spaces and places. Avoiding
direct interactions between researchers and the subjects they are observing can ensure that
results are more accurate.

Example: A children's store named Bubbly Baby is interested in developing a new children's toy
to sell exclusively in their store. They want to make sure that they understand the toys babies
like before developing product samples. The production team at Bubbly Baby plans to conduct
observational research with babies, whose parents have provided consent, to examine what
toys interest them the most. During the observation sessions, the production team stands in
another room to view the toy selections each baby makes. This recorded information may then
guide their development process and help them develop a new toy with components of each
one the babies were interested in.

If you choose to collect data with this method, using a checklist might help to ensure your
recorded information includes everything you intended to observe.

2. Survey
Survey methods focus on gathering written or multiple choice answers about various subjects
from individuals. Typically, individuals interact with these questions online and there is little to no
interaction between survey distributors and survey respondents. Companies may use them to
gather quick internal or external feedback.

Example: A small car rental company called Rachel's Car Rentals is interested in learning more
about customers' perceptions and loyalty for renting a car with them. To expand their reach and
maintain cost efficiency, they choose to create and send out a survey to all of their customers
from the past six months with a deadline of two weeks. The survey includes multiple choice and
short answer questions, as well as spaces for customers to provide additional comments if they
have more insight to share. Once the two weeks have passed and the company has collected
all customer data, they can analyze it and decide how to use their findings.

If you choose to collect data with this method, using technology survey building tools might help
you to manage distribution and the incoming results.

3. Focus group
Focus group methods focus on gathering information directly from users. This method usually
focuses more on feelings, opinions or emotions rather than statistics. Companies may use focus
groups to better understand their consumers.

Example: Green Wicker University is considering a brand refresh for their university brand but
wants to ensure that their target audiences will enjoy the brand's new image. The university
designers put together some mockup brand logos and materials to share with focus group
participants to gauge their perceptions. During this session, someone from the marketing team
may run the session as a moderator and stay with participants to present them with each
potential refresh idea. Before moving on to the next one, they may stop and ask participants
what they think or feel about what they are seeing. Green Wicker University can then use those
results to help guide the image of their brand refresh.

If you choose to collect data with this method, creating and using general scripts can help guide
the moderation for your focus group.

4. Interview
Interview methods can be more personal and involve face-to-face discussions about a topic
between the researcher and participant. Researchers might share the questions with
participants before interview sessions to allow them to decide if they feel comfortable taking
part. This method may include gathering consent forms for video or audio recordings.

Example: Knit-a-little-bit, an instructional series focused on teaching people how to knit at

different levels, worries that they aren't gaining customers at their projected rate. To understand
the reasoning behind this, the company arranges for interviews with potential customers to
listen to their perspectives. During each interview, the researcher asks participants questions
and records their answers. Once interviewers record and analyze the data collected from all
interviews, the company may use it to help boost their position in the market or make updates to
their brand strategy.

If you choose to collect data with this method, recording sessions with video or audio might
provide benefits if you plan to reference them when creating future business plans.

5. Design thinking
Design thinking methods may focus on brainstorming with participants to generate unique ideas
or solutions. Companies might use this if they are interested in solving challenges consumers
face on their journey as product users. These sessions can happen face-to-face or virtually
depending on where researchers and participants are located.

Example: Meditative Monkey, a meditation company, is interested in developing a new product

specifically for individuals who struggle to fall asleep at night. They tried to brainstorm as a
company, but want to gather more innovative ideas and decide to run a design thinking session
with participants. First, they write a protocol as a guide to ensure that the session stays focused
to gather as much information from participants as possible. Their protocol contains a script and
guided steps for the thinking process, including: Write all the ideas you have, group them and
finally vote for the ones you like best. After the session, Meditative Monkey can review the ideas
they received and potentially use them for prototyping their new product.

If you choose to collect data with this method, whether you are face-to-face or virtual, using
physical or technological sticky notes might provide benefits for when you have participants
group their ideas.

6. User testing
Companies usually use user testing during or after the development of products or services. If
they choose to use it during development, it might be to determine where users find the product
challenging to navigate. They might also use it after they have already released a product or
service if they are interested in making updates.
Example: Baller Bingo, a bingo game for smartphones, is interested in making updates to their
application. First, they want to understand where users specifically want improvements and
choose to use user testing methods. During their sessions, they ask participants to engage with
all aspects of the application and then ask them what navigation or features they might like to
see improved. Baller Bingo can then take this information to implement updates to their game.

If you choose to collect data with this method, it may help to allow participants to go through
products or services on their own to avoid having your own biases or knowledge influence the
user testing results.