What are the benefits of collecting data?
When conducting research, collecting original data has significant advantages:
- You can tailor data collection to your specific research aims (e.g. understanding the needs of your consumers or user testing your website)
- You can control and standardize the process for high reliability and validity (e.g. choosing appropriate measurements and sampling methods)
However, there are also some drawbacks: data collection can be time-consuming, labor-intensive and expensive. In some cases, it’s more efficient to use secondary data that has already been collected by someone else, but the data might be less reliable.