Module 22

     Primary research is the gathering of new information.  Secondary research relies on information that has been gathered by someone else.  Sources for primary information include surveys and interviews.  A survey questions a large group of people called the respondents.  An interview is a structured conversation with someone with the ability to provide good information.  Often interviews consist of both closed and open questions.  Another valuable tool is a questionnaire, or a list of questions that people fill out.  Branching questions direct different respondents to different parts of the questionnaire based on their previous responses. 
     When analyzing information that has been collected, it is important to always remember that correlation does not always prove cause and effect.  Causation means that one thing causes another.  Correlation means that two things happen at the same time. 
     The types of samples that are often used include random samples; convenience samples; and judgment samples.  In random samples each person in the population, or where the sample is being drawn from, has an equal chance of being selected.  Convenience samples are less costly because they gather subjects who are easy to get.  Judgment samples are groups of people whose views seem useful.  After collecting information and preparing the report, proper citation and documentation is very important.