8_3_4

Activity 1 - READ

When we evaluate data and information we must first look at how and why the data was collected. If you have ever completed a science experiment you will know how important it is to collect accurate data. It is also important to have as much data as possible to help you make a better decision about it. Look at the advert for a fake company:

At first glance it looks like they have very good customer service. However, if you look at the small print it says that they only surveyed 10 customers to get this statistic. This isn't a large enough group to give an accurate picture of their customer service.

Activity 2 - Watch this video

Activity 3 - READ

Is it Qualitative or Quantitative?

Research data can be placed in to two categories: Qualitative and Quantitative.

Qualitative - groups are asked for specific detailed feedback through focus groups or online. This group is usually asked "open questions" e.g How was your stay at the Hampton Manor hotel?

Quantitative - large groups are asked short (closed) questions, the responses can often been turned into numbers to make it easy to analyse the data collected. Closed questions will have a short response e.g. Rate your visit to Hampton Manor Hotel out of 5.

You can't ask small groups solely closed questions and expect to get an accurate analysis.

You can't ask large groups open questions because it would take too long to accurately analyse the data.

Both types of data collection are important.

I did a quick Tripadvisor search for fun things to do in Manchester: https://www.tripadvisor.co.uk/Attractions-g187069-Activities-c56-Manchester_Greater_Manchester_England.html

The two that I am interested in are below:

First of all...this is quantitative data because short questions have generated numbers to create statistics.

Secondly...look at how many have reviewed the Cat Cafe and how many have reviewed the Depot Climbing Centre. At first glance you might think that the climbing centre is the better pick because it has 4.5 circles. When you look at the number of reviews, you are given new information. Cat Cafe has 4/5 circles but 235 people have completed a review. This would make the Cat Cafe a slightly safer bet in terms of customer satisfaction.

The text in these reviews is qualitative. This is because there is detailed written feedback about the Cat Cafe. You wouldn't have time to read all 235 reviews but scanning a few will help you make a decision. We also can't turn these written reviews into numbers without a very powerful algorithm behind them. This is what makes it qualitative data.

BBC Documentary Series - Secrets of Silicon Valley - If you have access to BBC iPlayer then this series is an excellent insight into how data is collected and used through social media platforms (as well as other interesting things).

http://www.bbc.co.uk/programmes/b0916ghq

The Open University has more resources here:

http://www.open.edu/openlearn/tv-radio-events/tv/secrets-silicon-valley