Data vs information and sources of information.ppt

data and information

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Data & Information
Communication Studies
Module 1
Research Methods: Data, Information, Sources

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Objectives
1.To differentiate between data and information
2.To identify and explain the three types of sources: primary,
secondary, tertiary

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Data vs. Information
https://www.youtube.com/watch?
v=yFSEf6TOzDQ

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Data
Data are raw facts and
figures that on their
own have no meaning
These can be any
alphanumeric
characters i.e. text,
numbers, symbols

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Data Examples
Yes, Yes, No, Yes, No, Yes, No, Yes
42, 63, 96, 74, 56, 86
111192, 111234
None of the above data sets have any
meaning until they are given a CONTEXT
and PROCESSED into a useable form

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Data Into Information
To achieve its aims the organisation will
need to process data into information.
Data needs to be turned into meaningful
information and presented in its most
useful format
Data must be processed in a context in
order to give it meaning

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Information
Data that has been processed within a
context to give it meaning
OR
Data that has been processed into a
form that gives it meaning

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Examples
In the next 3 examples
explain how the data
could be processed to
give it meaning
What information can
then be derived from
the data?

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Example 1
Yes, Yes, No, Yes, No, Yes,
No, Yes, No, Yes, Yes
Raw Data
Context
Responses to the market
research question – “Would
you buy brand x at price y?”
Information ???
Processing

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Example 2
Raw Data
Context
Information
42, 63, 96, 74, 56, 86
Jayne’s scores in the six
AS/A2 ICT modules
???
Processing

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Example 3
Raw Data
Context
Information
111192, 111234
The previous and current
readings of a customer’s
gas meter
???
Processing

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Knowledge Examples
Using the 3 previous examples:
•A Marketing Manager could use this information to
decide whether or not to raise or lower price y
•Jayne’s teacher could analyse the results to determine
whether it would be worth her re-sitting a module
•Looking at the pattern of the customer’s previous gas
bills may identify that the figure is abnormally low and
they are fiddling the gas meter!!!

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These sources are records of events or evidence as they are first described
or actually happened without any interpretation or commentary. It is
information that is shown for the first time or original materials on which
other research is based.  Primary sources display original thinking, report
on new discoveries, or share fresh information.
Primary Sources

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These sources offer an analysis or restatement of primary sources. They
often try to describe or explain primary sources. They tend to be works
which summarize, interpret, reorganize, or otherwise provide an added
value to a primary source.
Secondary Sources

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These are sources that index, abstract, organize, compile, or digest other
sources. Some reference materials and textbooks are considered tertiary
sources when their chief purpose is to list, summarize or simply repackage
ideas or other information. Tertiary sources are usually not credited to a
particular author.
Tertiary Sources

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ACTIVITY

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