Primary data is collected specifically for a relevant purpose or research question. Learn more about the methods, examples, tools, and best practices.What is geolocation data?Data collection is the process of gathering information to find a solution or outcome to a specific question or problem. If you’re an academic researcher, you might collect data to answer the question about the prevalence of a certain disease in a specific region. Or an international development professional, for example, might collect data to determine whether a program is effective. Show
There are two main types of data collection: primary and secondary. The type of data you use for your research or evaluation depends on factors like:
In this article, we’ll introduce you to primary data, share specific examples of primary data collection, and show you the most common methods of collecting primary data. Then, we’ll walk you through a brief tutorial on how to use SurveyCTO for primary data collection. What is primary data collection?Primary data collection is the process of gathering data directly from a first-hand source. In other words, it’s data that’s collected by the organization that expects to use it. Methods include surveys, interviews, observation, and focus groups. For example, The World Bank tracked the impact of COVID-19 in Afghanistan through 14,000 phone surveys. The data collected through these surveys is primary data. Secondary data, on the other hand, is data collected by someone other than the primary user and made available for other researchers to use. You can also think about secondary data as another organization’s primary data – when a different entity or group uses it, it becomes secondary data. Using the example above, if a government organization accesses the World Bank’s survey data about poverty, then it becomes secondary data for this government organization. What about third-party data? Third-party data is information collected by various sources and aggregated by a third-party provider, hence the name “third-party data.” These aggregators don’t have a direct relationship to the subjects. We’ll tell you about the advantages and disadvantages of primary and secondary data in a moment. But first, let’s look at some specific examples of collecting primary data. What are some examples of primary data?An enumerator conducting a household surveyPhone interviews: A researcher, often called an enumerator, communicates with respondents over the phone and asks questions based on a predetermined questionnaire. Some projects use computers or tablets to record responses, a process known as computer-assisted telephone interviews (CATI). Inspections and program evaluations: International development projects often use primary data collection to answer questions like:
For example, undergoing a large survey to evaluate the effectiveness of an employee training program is one example of primary data collection for the purpose of inspections and evaluations. Secondary data, on the other hand, often comes from external sourcesIt’s important to note that “secondary” doesn’t denote the quality of the data as secondary, but rather refers to how the data is used – for a task other than what it was originally collected for. An example of secondary dataSome sources of secondary data include:
However, secondary data doesn’t necessarily have to be collected by an external organization. Secondary data could be collected from the same organization but for a different purpose. For example, HR reports or CRM data from your company could be used as secondary data. Go deeper: Stories of primary data collection in action.One of the best ways to understand what primary data collection looks like is by reading real case studies from researchers and data collection professionals. Here are stories of organizations who have undergone major primary data collection projects:
What are the most common methods of collecting primary data?The two main categories of primary data are qualitative and quantitative data. Quantitative data is data that can be measured. Here are some concrete examples of quantitative data:
Qualitative data, on the other hand, is data that cannot be quantified or measured. For example:
Surveys and questionnairesSurveys are one of the most common forms of collecting large amounts of primary data. By definition, a survey is a series of questions used to investigate the experience or opinions of a group of people. Surveys are great for high-frequency studies where a large number of respondents are needed. Since you can deploy surveys using tools like SurveyCTO, it’s possible to deploy a survey to thousands of respondents and get respondents in a relatively short period. Respondents completing a surveySurveys are great for both quantitative and qualitative data. Most survey tools have a variety of form fields that you can customize to the specific question type (for example, a number, or a name, or an email). Other places where surveys are a great method for data collection:
Surveys, especially those involving high volumes of respondents, can require deep expertise. Large organizations often hire survey firms to carry out data collection. Interviews, both in-person and over the phoneAn interview is a one-on-one conversation where an interviewer asks questions to the respondent. Interviews are best for qualitative data collection since they allow the interviewer to get a deeper understanding of the respondent’s experience. Interviews can take place over the phone or in person. To record responses, interviewers can use CAPI (computer-assisted personal interview) and CATI (computer-assisted telephone interview) using a phone or tablet to record responses. Interviews are a great method of primary data collection about sensitive topics, where respondents might not be comfortable sharing information via an online or offline form. They can also be a useful tool for following up on answers from a preliminary survey or questionnaire. ObservationObservation is a method for gathering primary data about behavior, events, or how individuals interact with their natural setting. For example, researchers in Haiti ran experiments in the field (instead of in a laboratory) so as not to disrupt the behavior of participants by bringing them into a lab. Observation is instrumental when it’s not possible to get data from individuals in an interview or survey. It’s also a useful primary data collection tool when the physical setting matters for data collection — for example, if it’s essential to see how participants respond to elements in their natural environment. Observation is also a useful primary data collection tool for:
Focus groupsFocus groups are similar to interviews as a method of gathering primary data but involve discussion between participants instead of one-on-one conversations between interviewers and respondents. If you’re considering focus groups as a method for primary data collection, consider that you’ll need an experienced facilitator and a group with availability at the same time. You’ll also need to consider the impact of groupthink on your findings during the focus group Participants in a focus groupFocus groups can be great for gathering qualitative information for marketing purposes, or for gathering common impressions or shared experiences. How to collect primary data with SurveyCTOSurveyCTO may have the word “survey” in the name, but did you know that you can actually use it to collect all of the types of data above? Here’s how to get started collecting data with SurveyCTO: Step 1: Easily design your form with SurveyCTO’s drag-and-drop form designerUse our drag-and-drop form designer, or upload forms directly from Excel or Google Sheets. Choose from dozens of field types to design your form. Then it’s easy to rigorously test your forms before deploying them to mobile devices and the web. SurveyCTO form design using a sample formStep 2: Collect data online or offlineYou can collect data online with simple web forms. If you’re collecting data in a remote area or place with no internet connection, collect data on the SurveyCTO Collect app and upload it later. There are a variety of options for offline data collection workflows, depending on which devices you’re using and what kind of WiFi access you have. Step 3: Monitor and check incoming data in real timeOne of the best ways to ensure high-quality primary data is to monitor data as it’s being collected, instead of waiting for the data collection process to finish. SurveyCTO has a variety of features that allow you to set up quality checks to monitor your data throughout the process. These include:
Step 4: Export, share, and visualize your dataFinally, you can download your data in multiple formats to use with other tools, including .csv, .xlsx, .sav, and .do files. Share data to Google Sheets or integrate with any other tools through Zapier, OpenFn, API, or webhooks. Create real-time dashboards, and seamlessly publish your data to the platform of your choice for visualization and analysis. Follow SurveyCTO’s quick start guide for more details on getting started with primary data collection. Advantages and disadvantages of collecting primary dataChoosing whether or not to collect primary data for your research or evaluation depends on various factors including time, resources, and expertise available. Advantages of collecting primary dataThere are three main advantages of collecting primary data:
Challenges of collecting primary dataThese are the main challenges of collecting primary data.
Remember: primary and secondary data can complement each otherIt’s important to remember that you don’t always have to make the choice between primary or secondary data. Often, secondary data can enrich existing primary data, or vice versa. You can use secondary data as preliminary research to inform your primary data collection. Your next steps: Explore more resourcesTo keep learning about primary data collection methods and best practices, take advantage of these resources from SurveyCTO:
Is the type of data that has already been collected through primary sources and made readily available for use?Secondary data is the data that has already been collected through primary sources and made readily available for researchers to use for their own research.
What type of data that is collected from a primary source?Primary data is a type of data that is collected by researchers directly from main sources through interviews, surveys, experiments, etc. Primary data are usually collected from the source—where the data originally originates from and are regarded as the best kind of data in research.
What is primary data collection in marketing research?Primary research is research you conduct yourself (or hire someone to do for you.) It involves going directly to a source – usually customers and prospective customers in your target market – to ask questions and gather information. Examples of primary research are: Interviews (telephone or face-to-face)
What are the types of primary data in research?Basic types of primary data collection include online, offline, and self-collection. Offline primary data collection includes offline surveys, interviews, offline quizzes, delphi technique, focus groups and observations. The Delphi Technique is a survey method that uses a panel of experts to make decisions.
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