Communication Skills

MODULE – 3

IT and Presenting
Information
MODULE

IT and Presenting Information

Module Description

Information technology plays an inevitable role in today’s business. Information

technology has even become the blood and backbone of every one in today’s
competitive world. It has become indispensable part of every other communication
that is taking place within the organisation and outside the organisation. Different
kinds of speeches like information, inspirational, persuasive, demonstrative
speeches, etc have been explained in detail. This module emphasises on the
information technology and presenting the information with the help of information
technology; different forms of presenting the data like charts – pie charts, diagrams
like bar diagrams, etc; also, methods of collecting data like questionnaire, interviews,
surveys, observation and the like.

Unit 3.1

IT and Presenting Information

Unit 3.2

Different Methods of Presenting Data

Unit 3.3

Methods of Data Collection

Unit Table of Contents
Unit 3.3 Methods of Data Collection

Topics Page No.

Learning Objectives
Learning Outcome
3.3.1 Understanding Data collection
3.3.2 Questionnaires
3.3.3 Methods of Correlation
3.3.4 Regression
3.3.5 Interviews
3.3.6 Historical Data
3.3.7 Conclusion
Activity
Activity Answer Key
Summary
References
 Methods of Data Collection

Learning Objectives

• State the meaning of data collection

• Explain the meaning of questionnaire
• Discuss the use of correlation and regression
• Discuss interviews and use of historical data

Learning Outcome

• Elaborate the concept of data collection

• Define the questionnaire
• Summarise the use of correlation and regression
• Explain interviews and use of historical data

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 Methods of Data Collection

The data collection starts once a problem has been identified and defined. When
deciding about the methods of collecting data to be used for the concerned study, the
person involved should keep in mind two categories of data – primary data as well
as secondary data. The primary data refers to those which are collected afresh and
for the first time and hence happen to be original in character. The secondary data
refers to those which have already been collected by someone else and which have
been passed out through the statistical process. There is a need on the part of the
person concerned to collect data is that a decision regarding what sort of data should
be collected for the study and based on which he or she needs to select the one best
method of collecting data from among other methods of collecting data. There exist
differences in the methods of collecting primary as well as secondary data as
primary data are to be originally collected, where as in the case of secondary data,
the nature of the data collection is that of compilation.

This unit discusses in detail about data collection, questionnaire as one of the data
collection methods, different methods of correlation, regression, different types of
interviews and the use of historical data in business.

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 Methods of Data Collection

3.3.1 Understanding Data collection

A piece of information ready for analysis is called as data. A large quantity of

information collected through different modes referred to as data collection
methods. It is essential to understand the meaning of data and data collection
methods in this section.

3.3.1.1 Meaning of Data

Data means facts, figures and other relevant materials past and present serving as
bases for study and analysis. Data is important for any activity especially in the
field of business as it is needed to take important decisions. For example,
a. Items of loans secured by borrowers
b. Items of raw materials available in a factory
c. Marks obtained by students in a test on a particular subject

Data serve as a bases (or) raw material for analysis and they form the basis for
testing the hypothesis formulated in a study. In a research, if data are available, the
research is half complete.

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 Methods of Data Collection

3.3.1.2 Collection of Data

Data collection refers to the process of systematic gathering of data for a particular
purpose from various available sources of information that has been systematically
observed, recorded and organised.

Data collection is the procedure of collecting, measuring as well as analysing the

accurate information using some valid techniques. A researcher evaluates the
hypothesis based on the data collected. Hence data collection is the most
predominant step for conducting research.

The most important objective of the data collection is to ensure that the information
rich and reliable data is being collected for statistical analysis in order to have data
driven decisions to be made for the research.

Collection of data is the process of enumeration together with the proper recording
of results. It is an organised enquiry designed and carried out to provide information
for solving problem.
Fig 3.3.1: Primary Data
• Data can be collected from primary and
secondary sources.
• Primary data refers to information obtained first
hand by the researcher on the variable of interest
for the specific purpose of the study.
• Secondary data refer to information gathered
from already existing sources like review of literature from internal sources
and external sources.
o Internal Data can be sales data, Product data, Customer data, Time
data, accounting records and Invoice records.
o External Data can be obtained from Libraries from books, business
information magazines, Business periodicals published fortnightly,
monthly, quarterly, semi-annually and annually.
o Periodicals abstracts on economics, finance, trade, transport, industry,
labour and management prepared from government and
non-government agencies.

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 Methods of Data Collection

o Census of population, Agriculture, Trade, Transport, Industry, Cattle,

Banking and finance can also be used. Other Registration data
pertaining to trade, Industry, business from Ministry of Commerce,
Ministry of Transport and Communication, Ministry of Railways
which publishes monthly journal and reports can also be used.

Different types of data are available and that can be useful in different scenarios.
Sometimes, it can also be much helpful to use various types of data together.

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 Methods of Data Collection

3.3.1.3 Steps in the process of Data Collection

There are a number of steps involved in the process of collecting data. These steps
are as follows:
• Determine what kind of information that needs to be collected
o It is to state what type of information – primary or secondary to be
collected for solving the problem at hand is to be stated as the first and
foremost step in the process of collecting data. Once the type of data
needs is stated, then it will be easier on the part of the researcher to
decide the instruments to be used to collect data, the appropriate
methods to be used to analyse the collected data and other related
decisions can be taken effectively and efficiently.

• Set a time limit or time frame for collecting data

o After stating the type of data to be collected, it is mandatory to fix or
set the time frame to collect the needed data. Unless otherwise the
time limit is fixed, it would not be useful to have the data collected to
make certain decisions requiring utmost urgent situations.

• Determine the method of collecting data

o Once the time frame has been fixed, it is essential to determine the
appropriate method to be used to collect the intended data. Choosing
the appropriate method of collecting data becomes essential and
depends on the type of data. In the case of primary data
requirements, the method to collect data is survey – either with the
help of questionnaire or schedules.

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 Methods of Data Collection

• Collect the required data

o This is the actual work of the people involved in the process of
collecting the needed data. This is called as field work or data
collection.

• Analyse the collected data and implement the findings

o After having the intended data collected, appropriate tools and
techniques are to be chosen at the right time to analyse the collected
data. Statistical tools and techniques are available to do the work.
After analysis, the findings are to be drawn and inferences are to be
taken. Once this task gets over, then the person involved has to
implement the findings derived from the inferences.

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3.3.1.4 Uses of Data Collection

Data collection is considered as a valuable activity as the data is used to make
informed decisions. When one has collected high quality and more relevant data,
then it is for sure that very good choices can be made when it comes to marketing,
customer service, sales, development of product and other important aspects of
business. Collecting data is useful from three different aspects.

The important uses of collecting data are,

• Improve the understanding of the audience
o Data collection makes one to improve the level of understanding about
the audience. As it becomes very much difficult to know each and
every customer in person, particularly when one runs a big business or
an online business. The better on understands his or her customers,
the easier it will be to meet the demands and expectations of the
customers.

• Identify the areas for improvement or expansion

o Through collection and analysis of data, one can understand whether
the firm is actually doing well in the market or not. In doing so, the
firm can easily come to know the areas in which they need to
concentrate more on. It also furnish with the opportunities available
for expanding the existing business. During this COVID 19
pandemic, everyone is moving towards online businesses. The
education sector has also turned towards online. From brick and
mortar store, online or e – commerce business is on the growing side.

• Predict the future patterns

o Analysing the collected data helps the firm to predict the future
patterns and trends making them to prepare to tackle. During this
pandemic period, many business people are keenly observing and
collecting data regarding the future trends of their businesses once the
medicine is commercialised in the market to win over this COVID 19.

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 Methods of Data Collection

• Better personalisation of the content and messaging

o Once the firms know about their customers, then they can tailor made
their messages that are sent to the customers in order to attack / arrest
their interests and preferences. This particular tool applies to the
marketers who are involved in the process of designing advertisements
and to the content creators at the time of deciding what format of
content to be used for their content.

Hence it is to be noted that collecting high quality data becomes the foundation for
the success of any business for this matter. These are some of the uses of collecting
data. The list of uses is not an exhaustive list. Apart from the above stated uses,
there are many other uses of data collection.

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3.3.1.5 Ways / Methods of Data Collection

There are different methods of collecting data. Mainly the data can be collected
using some kinds of surveys like census, sample surveys, administrative data and
the like. The census, sample surveys and administrative data are the important
aspects to be understood. Some of the ways to collect data are listed as under,
Fig 3.3.2: Different Methods of Data Collection
1. Surveys
• Surveys are the best way to
ask / seek information from
the customers directly.
Hence they are used to
collect either qualitative or
quantitative data or both.
A survey consists of a list of questions / queries that the respondents
can answer in just one or two words and in most of the cases, they will
be provided with a list of options from which they need to choose the
right option.
• There are different types of surveys: Mail Surveys, Phone Surveys and
Web / Online Surveys.
• Mail surveys can reach anyone and everyone. There is no barrier in
reaching out the respondents. But it is expensive, there may be some
data collection errors and involve lag time.
• Phone surveys are carrying high degree of confidence in the data
collected, reaching almost everyone living in any place. The demerits
of such surveys are: it is costly / expensive, it cannot be self
administered and there is a need to hire personnel to do the survey.
• Web / Online surveys are cheap, they can be self – administered, and
there is a very low probability of data errors. Many of the customers
may not have email address or may not have internet access. Hence it
becomes difficult to have it online always.
• Though there are many ways of doing surveys, one best way has to be
adopted and implemented appropriately.

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2. Online Tracking
The firm’s app as well as its website becomes the excellent tools for collecting
the data from the customers and about the customers’ data. If a person visits
the website, then it gets counted. The website hosting provider collects such
kind of information by using analytics software. This provides valuable
information about the customers and based on which important decisions can
be made by the firm.

3. Transactional Data Tracking

The transactional data gives much valuable information and insights about
the customers and the business whether it sells goods and services online or
in – stores. The transactional records can be stored in a customer
relationship management system and such information comes from the firm’s
website, a third party e – commerce or from in – store sales system. Such
information helps the firm to understand the quantity of goods and products
sold, the type of products that are sold most, the number of people purchase
very often from the firm and other such information.

4. Online Marketing Analytics

Marketing campaigns are the most powerful tools from which valuable data
can be collected about the customers. The information can be imported from
offline marketing campaigns that are being run by the firm. Such
information is useful to make important decisions.

5. Monitoring Social Media

Social media is yet another excellent and useful source of data about the
customers. The follower list can be collected and can obtain the common
characteristics of the customers or the target audience who visit or purchase
the firm’s products. Mention about the products on social media on a
regular basis by searching the brand name, setting up of alerts or a third party
social media monitoring software.

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6. Collect the Subscription and Registration Data

Providing customers with something in return for having provided
information about them that helps the firm to collect valuable information
about the customers. Those who visit the firm’s website are being monitored
and their data is collected to know the customer profile. Hence it is more
useful for the firm.

7. Monitor the In – Store Traffic

The firm can collect insights by way of monitoring the foot traffic in the stores
when the firm runs a brick and mortar stores. Traffic counter on the door
helps to keep the track of the number of people visit into the store throughout
the day. It provides information regarding the busiest days and hours of the
day, week, month and year. Security systems can also be installed with
motion sensors that help the firm to track customer’s movement patterns
throughout the shop.

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 Methods of Data Collection

3.3.2 Questionnaires

A questionnaire consists of a number of questions printed or typed in a definite

order on a form or set of forms. The questionnaire is mailed to respondents who
are expected to read and understand the questions and write down the reply in the
space meant for the purpose in the questionnaire itself. The respondents have to
answer the questions on their own.

A questionnaire is being a quite popular way of collecting data in case of studies

involving big enquiries. It is widely used by individuals, researchers, public and
private organisations; and even in the case of studies being carried out by
governments. Questionnaires are sent through post to the individuals concerned
with an appeal to answer the questions and return the same. The questionnaires
are sent through mail to the respondents who can read and understand the questions
and are asked to write answers to the questions in the space given for the purpose in
the questionnaire. The questionnaire has to be answered by the respective
respondent only.

3.3.2.1 Constructing a Questionnaire

It is advisable to carry out a pilot survey or pilot study to test the questionnaire.
Pilot study is the replica and rehearsal of the main survey. It is essential to
construct the questionnaire properly and in an appropriate sequence. The
questions are to be selected properly like the following way.
• Select the correct types of questions,
o Open ended – harder to score but get “richer” information
o Closed ended, dichotomous – offer two either / or responses (true /
false; yes / no; for / against)
o Multiple choice – select one or more than one
o Scaled response – gather range of “values” (strongly disagree,
somewhat disagree, neutral, somewhat agree, strongly agree

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 Methods of Data Collection

• Steps to be followed while designing / constructing data collection method

are,
o Writing great questions for collecting data
o Avoiding leading or loaded words or questions
o Avoiding misplaced questions
o Mutually non – overlapping the response categories
o Non – directed questions provide the respondents excessive flexibility
o Never ask force questions
o Appropriately use unbalanced answer options in scales like Likert
Scale and Semantic scale
o Questions which cover two points can be used.
o Use of dichotomous questions is also accepted.
o Long questions can be avoided.
These are the important points to be followed while constructing a questionnaire.

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3.3.2.2 Essentials of a Good Questionnaire

The essentials of a good questionnaire are as follows,
• Should be comparatively short and simple
i.e., the size of the questionnaire should be kept to the minimum
• Questions should proceed in logical sequence moving from easy to more
difficult questions
• Personal and intimate questions should be left to the end
• Technical terms and vague expressions capable of different interpretations
should be avoided in a questionnaire
• Questions may be dichotomous (yes or no answers), multiple choice
(alternative answers listed) or open-ended
• Open – ended questions are often difficult to analyse and hence should be
avoided in a questionnaire to the extent possible
• There should be some control questions in the questionnaire which indicate
the reliability of the respondent

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3.3.2.3 Characteristic Features of a Questionnaire

The important characteristic features of a questionnaire are as follows,
• Questionnaire refers to a technique of data collection which consists of a
series of written questions along with alternative answers.
• Questionnaires are filled by the respective respondents.
• The response rate of the questionnaire is low as some of the respondents may
not return the questionnaire filled back to the researcher.
• A large number of respondents can be reached easily as mail questionnaire is
also used.
• The administering cost is less and it is economical to use to collect data.
• The identity of the respondents is not known all the time.
• The success of the questionnaire relies on the quality of the questionnaire.
• A questionnaire can be used when the people / respondents are literate and
cooperative.

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3.3.3 Methods of Correlation

Correlation is the degree of relationship between two or more variables. It is also

referred to as covariance, that is, variation in one variable affecting the variation in
the other variable. The degree of correlation between two variables is referred to as
simple correlation. The degree of correlation between one variable and several
other variables is called as multiple regressions. The value of correlation ranges
between - 1 to + 1.

3.3.3.1 Different Methods of Correlation

Correlation is a statistical method that shows whether and how strongly the pairs of
variables are related. For example, variables like sales and advertisement, height
and weight, etc are taken into consideration.
Fig 3.3.3: Different Methods of Correlation
The various methods of determining
correlation are as follows,
1. Scatter Diagram Method – It is
the most simplest of all
methods to study the
correlation between two
variables. The values of each
pair of a variable are plotted on
a graph in dots and obtain as many points as the number of observations.
Based on the scatter, the degree of correlation is determined. The different
types of correlation based on scatter of the points / values of the variables are,
• Perfect positive correlation (r = +1)
• Perfect negative correlation (r = -1)
• High degree of positive correlation (r = + High)
• High degree of negative correlation (r = - High)
• Low degree of +ve correlation (r = + Low)
• Low degree of –ve correlation (r = - Low)
• No correlation (r = 0)

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 Methods of Data Collection

2. Karl Pearson’s Correlation Coefficient – When the relationship between two

different variables X and Y is to be obtained, then the formula to be used is as
follows.

r= Ʃ(X-X)(Y-Y)

Ʃ(X-X )2 (Y-Y )2

Where, X = mean of X variable

Y = mean of Y variable

3. Spearman’s Rank Correlation Coefficient – It is the non – parametric

statistical method that is used to study the strength of association between
two ranked variables. The ranks are given to each individual based on its
quantity or quality ranging from position 1st either ascending or descending
and goes till nth position for the one ranked at the last in the given group.
The formula for the rank correlation coefficient is as follows,

R= (1- 6 Ʃ D2) = (1- 6 Ʃ D2)

N(N2 – 1) N 3- N

Where,
R = Rank coefficient or correlation
D = Difference of ranks
N = Number of observations

4. Methods of Least Squares – it is yet another mathematical measure that gives

the degree of correlation between the variables using the square root of the
product of two regression coefficient that of x on y and y on x.

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3.3.4 Regression

Regression is a statistical method that is used in various fields like finance,

investment and other disciplines that tries to determine the character and strength of
the relationship between one dependent variable, say Y, and a series of other
variable called independent variable, say X. Francis Galton coined the term
“regression” in the 19th century particularly to describe a biological phenomenon.
Linear regression quantifies the kind of relationship existing between one or more
predictor variable or variables and one outcome variable.

It is the basic and widely used type of predictive analysis. From two different
perspectives, the idea of regression can be understood,
• Does a set of predictor variables: do a good job in the task of predicting an
outcome / dependent variable?
• Which variables are in particular significant predictors of the outcome
variable and in what way do they indicate by the magnitude and sign of the
beta estimates?

The relationship can be described and measured in a functional form. If the

relationship between two variables, one dependent variable and the other
independent or explanatory variable, is a linear function or a straight line, then the
linear function is called simple regression equation.

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Types of Regression
Fig 3.3.4: Types of Regression
There are many types of regression. Of
which two types of regression analysis are
widely talked about.

• Simple Regression
Simple regression involves one interval
scaled or ratio scaled dependent
variable and one interval scaled or ratio scaled or dichotomous independent
variable.

• Multiple Regressions
Whereas multiple regressions involve one interval scaled or ratio scaled
dependent variable and two or more interval scaled or ratio scaled or
dichotomous independent variables.

The other types of regression are,

• Logistic regression
• Ordinal regression
• Multinomial regression
• Discriminant analysis

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3.3.5 Interviews

The interview method of collecting information needs presentation of oral verbal

stimuli and reply in terms of oral verbal responses. This can be used through
personal / in – person interviews and or through telephone / online interviews.
This section deals with these two types of interviews.
Fig 3.3.5: Types of Interviews
3.3.5.1 Personal or In - Person
Interview
Personal interview needs a person
known as the interviewer asking
questions in a face to face contact to
the other person or persons, called as interviewees. Sometimes the interviewee also
asks some questions and the interviewer answers to those questions, but in general
the interviewer initiate the interview and extracts information. It generally takes
place in direct personal investigation or indirect oral investigation.
• When the method of collecting information is through personal interviews
then it is in a structured way, it is called as structured interviews.
Predetermined questions and of standardised techniques are used to record
the answers received from the respondents.
• Unstructured interviews are basically flexible in nature with respect to
questioning and they do not follow any predetermined questions or
standardised techniques to record the information.
• Focussed interview is to focus the attention on any given experience of the
respondent and its effect. The interviewer has the freedom to ask any
number of questions and also the sequence of asking the questions.
• Clinical interviews are concerned with the broad underlying feelings or
motivations of a person’s life experience.
• Non – directive interviews are the ones in which the function of the
interviewer is just to encourage the respondent to talk about the given topic
with a minimum number of direct questioning.

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Merits of Personal Interview

• More information can be collected.
• Greater flexibility is there.
• Observation method can also be used along with this method.
• Personal information can be collected using this method.
• Samples can be easily controlled and non response rate is low in this case.
• Language is adopted by the interviewer based on the literacy level of the
interviewee.

Demerits of Personal Interview

• It is an expensive method.
• Possibility of interviewer’s bias may creep into the scene.
• Sometimes it is not suitable one.
• It is more time consuming process.
• Due to the stimulation of the interviewer, the interviewee may tend to give
misleading answers.

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3.3.5.2 Telephone or Online Interviews

This method of collecting data needs in contacting the respondents over telephone or
online itself. Of late, this method is widely used to collect the required data.

Merits of Telephone Interviews

• It is flexible to a larger extend when compare to mailing.
• It is faster and quicker in obtaining information.
• It is cheaper and the cost per response is low.
• Recall is easy and call backs are economical and simple.
• The response rate is higher and non – response rate is very low.
• No field staff is required.
• Replies can be recorded.

Demerits of Telephone Interviews

• Minimum time is given to the respondent to answer the questions asked for.
• Respondents with telephones or online facilities can be reached. Hence there
is a restriction on the samples.
• Due to cost, extensive geographical coverage cannot be done.
• Interviewer’s bias may be there.
• Probing questions may be difficult to ask as questions are to be short and to
the point.

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3.3.6 Historical Data

Historical data refers to the collected data about the past events and circumstances
relating to a particular event or subject. It includes most data that are generated
either automatically or manually within an organisation.

Past data or information about a firm is used by people to forecast the firm’s future.
For example, historical price, ration, price per earnings, revenues, revenue growth,
etc.

For example, if an investor is tensed about investing in a firm, he or she can look at
and assess the historical data in order to become very familiar with the firm’s
business practices, success history, failures as well as financial stability.

There are sources available from which historical data can be collected. Such
sources may include press releases, financial reports, log files, project documents,
product documents, email communication and such other sources.

It is to be considered that not all the historical data is old and most of it is retained
for a longer period of time. As the storage capability of the firms has increased
predominantly nowadays, cloud storage has taken some of the load of the storage
administration from many organisations. Firms collecting more data than ever and
are storing it for a longer period of time for their own purpose and also to satisfy
other requirements.

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3.3.7 Conclusion

This unit discusses about the concept of data collection, methods of data collection –
questionnaires, interviews, methods of correlation and regression; and the use of
historical data in detail. Questionnaires are the powerful and widely used
instrument to collect data. Personal interviews and telephone / online interviews are
the two broad categories of interviews that are generally used by the researcher.
There are different methods of correlation and regression that are used to
communicate a message to the people concerned. The historical data is useful in
making certain important decisions.

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Summary

o Data collection is the process of collecting / obtaining information from

the respondents with or without the help of an instrument.
o Questionnaire is one of the most widely used data collection method.
o There are different methods of correlation – Scatter Diagram, Karl
Pearson’s Correlation, Spearman’s Correlation and Methods of Least
Squares.
o Regression is a statistical measure that is used in many disciplines to
determine the strength and character of the relationship between two
variables – one is dependent variable and the other one is independent
variable.
o Interviews are of two major types – personal interviews and telephone /
online interviews.
o Personal interviews are the ones in which there is a face to face contact
happens between the interviewer and the interviewee.
o In telephone or online interviews, face to face communication is not
possible as telephone or internet is the medium through which both the
interviewer and the interviewee come in contact with each other for a
common purpose.
o Historical data is used by the firms to make important decisions.

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Activity

1. What are the different methods of data collection used by business firms?
2. What are the main statistical measures that help the to analyse the collected
data?

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Activity Answer Key

1. What are the different methods of data collection used by business firms?
• Interviews
• Questionnaires and surveys
• Observations
• Documents and records
• Focus groups
• Oral histories

2. What are the main statistical measures that help the firms to analyse the
collected data?
• Correlation
• Regression

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Bibliography

E-References

1. R.H. Sheldon, Business Communication, Peter Andrew – ISBN094676505

2. Ludlow, R. and Patterson, F., The Essence of Effective Communication,
Prentice Hall

External Resources

• https://www.lotame.com/what-are-the-methods-of-data-collection/
• https://www.questionpro.com/blog/data-collection/
• https://businessjargons.com/methods-of-determining-correlation.html
• http://www.investorwords.com/2317/historical_data.html#ixzz6U0w0dBA6
• https://whatis.techtarget.com/definition/historical-data#:~:text=By%20definitio
n%2C%20historical%20data%20includes,and%20email%20and%20other%20c
ommunications.

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