Your research will dictate the kinds of research methodologies you use to underpin your work and methods you use in order to collect data.
If you wish to collect quantitative data you are probably measuring variables and verifying existing theories or hypotheses or questioning them.
If you ask open questions such as ‘what do you think about the increase in traffic?
’ you could elicit an almost endless number of responses.
Their layout is an art form in itself because in poorly laid out questionnaires respondents tend, for example, to repeat their ticking of boxes in the same pattern.
If given a choice of response on a scale 1-5, they will usually opt for the middle point, and often tend to miss out subsections to questions.
You would find it useful to consult the range of full and excellent research books available.
These will deal in much greater depth with the reasons for, processes of holding, and processes of analysing data from the variety of research methods available to you.
Data is often used to generate new hypotheses based on the results of data collected about different variables.
One’s colleagues are often much happier about the ability to verify quantitative data as many people feel safe only with numbers and statistics.