Types of data
Collating data
Collating data means gathering information from different places and bringing it together in one place so it can be used. Market research data is often scattered — a few figures in a till system, some comments on feedback cards, statistics from a trade body. Collating pulls all of it together so it can be compared, checked and acted on.
Data can be collated internally, from the business's own records and systems, or externally, from sources outside the business. Both quantitative and qualitative data can be collated either way, so numbers or opinions can come from inside the business or from outside sources.
| Where it is collated | Quantitative example | Qualitative example |
|---|---|---|
| Internally (own records) | The number of climbing sessions booked each week, taken from the booking system | Written comments left on the feedback cards at reception |
| Externally (outside sources) | Local population and age statistics published by the council | Reviews of rival climbing centres posted on a review website |
For example, a bakery has weekly sales figures in its till system, comments on feedback slips left at the counter, and local population statistics from the council's website. Collating all three into one spreadsheet lets the owner compare them side by side: which days the till is busiest, what customers commented on those days and how many people live nearby. That comparison is only possible once the data is in one place.
Collating matters because scattered data is hard to use. Once it is gathered together, patterns can be spotted, different sources can be compared and the information can be used to make a decision.