Writing for Business

9-3b. Collect Information From Secondary and Primary Sources

One of the most important steps in writing a report is that of collecting information (research). A

good report is based on solid, accurate, verifiable facts. This factual information falls into two broad

categories: primary and secondary. Primary data result from firsthand experience and observation.

Secondary data come from reading what others have experienced or observed and recorded.

Typical sources of both primary and secondary factual information for informal reports are

a. company records,

b. printed material,

c. electronic resources,

d. observation,

e. surveys and questionnaires, and

f. interviews.

Company Records

Many business reports begin with an analysis of company records and files. These records reveal

past performance and methods used to solve previous problems. You can collect pertinent facts

that will help determine a course of action.

Printed Material

Although some print resources are also available online, libraries should not be overlooked as an

excellent source for many types of print resources. Some information in libraries is available only in

Book Title: eTextbook: Essentials of Business Communication 9-3. Identifying the Problem, De�ining the Purpose, and Collecting Data 9-3b. Collect Information From Secondary and Primary Sources

print. Print sources include books, newspapers, and periodicals, such as magazines and journals.

Digital Resources

An extensive source of current and historical information is available from digital resources. From a

computer or mobile device, you can access information provided by government sites, news

media, periodicals, nonprofits, and businesses. Business researchers are also using Facebook

comments, Twitter feeds, forum messages, and blog posts to gather information. For short informal

reports, you will probably gather most of your data from online resources. Chapter 10 provides

more detailed suggestions about online research and Web search tools.

Observation

In the absence of secondary sources, a primary source of data for many problems comes from

personal observation and experience. For example, if you were writing a report on the need for a

comprehensive policy on the use of social media, you might observe employees to see whether

they are checking their social networks during the workday or sharing potentially damaging

company information on their blogs, on Facebook, and on other social networks. Observation might

yield incomplete results, but it is nonetheless a valid form of data collection.

Surveys and Questionnaires

When a report requires current user or customer feedback, you can collect the data efficiently and

economically by using surveys and questionnaires. This is another primary source of information.

For example, if you were part of a committee investigating the success of an employee carpooling

program, you might gather data by distributing a questionnaire to the employees themselves. See

Chapter 10 for more information about surveys.

Interviews

Talking with individuals directly concerned with the problem produces excellent firsthand

information if published sources are not available. For example, if you would like to find ways to

improve the hiring process of your company, you might interview your company’s human resources

director or several of the department hiring managers for the most accurate and relevant

information. Interviews allow you to gather data from experts in their fields.

Gathering and analyzing survey data for business reports has never been easier. One

cloud-based tool has turned the task of conducting surveys into a lot of monkey business

—literally. SurveyMonkey provides online templates and easy methodologies so that

anyone can create a survey and get results quickly. Yet, it’s so powerful that more than 20

million people around the world, including 99 percent of the Fortune 500 companies, have

used it to gather survey-related information. One human resources manager said that the

“360 degree feedback survey we created is sent to employees, managers, and even

customers. The insights it provides are invaluable.” What other uses of surveys are

commonly found in business?*

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