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Identifying and gathering reliable and relevant information is one of the most important aspects of the decision-making process. There is no shortage of information available in today’s digital age and this makes it more important than ever for decision-makers to choose their sources carefully. This article provides an overview of the different types of information available and advice on choosing which information sources to use.
Types of Information
It’s important for decision-makers to know the differences between primary and secondary and qualitative and quantitative information sources. Each type of source has both merits and potential pitfalls; often it can be most effective to draw upon a combination of these sources.
Primary and Secondary Information
Primary sources come directly from a person or organization; they are original pieces of work and have not been altered in any way. Examples of primary sources include newspaper articles, report data (e.g. graphs and charts) and policy documents. Secondary sources interpret and comment on primary information. They include ‘word of mouth’, reports that interpret facts and figures and editorial commentaries in newspaper articles, websites or blogs. Both types of information can be useful but, by their very nature, secondary sources may not always be as reliable as primary sources, so be sure to select them carefully.
Quantitative and Qualitative Data
Quantitative data is definable, measurable, and is normally expressed in figures, while qualitative data is descriptive and may involve value judgements or opinions. Quantitative information is often the more efficient and technically accurate of the two, but it can miss contextual data (i.e. it might present an answer or solution, but fail to indicate the reasons behind it). Qualitative information is richer but subjective, and can therefore be less accurate and conclusive than quantitative data.
Information Formats
Information is published in a range of formats. It is important to select and use the information format that is most appropriate to your needs. This will depend on the amount of time you have, and the types of technology that are available to you. The three main types of information format are:
1. Print
Print is the paper or ‘hard copy’ information format. Books, serials, newspapers and periodicals, and company literature (e.g. the staff handbook) are often published in print.
2. Electronic
Electronic information is recorded, stored and/or retrieved using computer technology. Examples of electronic information sources include web pages, online databases, e-books and mobile applications.
3. Audio-Visual
Audio-visual (AV) information consists of both sound and images. Presentations, screencasts, webinars and videos are all examples of AV information sources.
Remember that the information you seek may exist in any one or more of these formats. While more and more information exists in electronic and audio-visual format, significant amounts of information are still (and sometimes only) available in print.
Information Sources
There are many different types of information source out there. These include:
Books
Books are one of the most commonly used information sources and often provide in-depth detail on a subject. While it can take a little time find what you are looking for in a book, contents pages, indexes and chapter headings can all help. E-book readers normally have a search function to help you navigate through the content. If you are very short on time, however, you may wish to try looking for the information online in the first instance.
Reference Works
These include dictionaries, encyclopedias, almanacs, bibliographies and directories. Reference works can be an excellent source of introductory information, topic overviews, definitions, statistics, facts and signposts to other information sources. Many of these reference works are also available online.
Serials
Serials (also known as periodicals) include newspapers, magazines and journals – anything that is published at regular intervals. They present the latest news and thinking on a particular topic, often in easily digestible chunks. The content is generally quite concise, but can often provide signposts for further reading and research. Many serials are published online as well as in print format – some are free to access while others require a subscription. Reference libraries can also be a good source of this material, particularly historical or ‘back’ copies.
Websites
Websites consist of online content, which can include written, audio and visual information. The sheer volume of online content available makes the internet a natural destination for virtually any decision-maker seeking more information on a topic. However, it can sometimes be difficult to find exactly what you are looking for and the quality and reliability of this content can not always be guaranteed. It is therefore important to use specific search terms when looking online, and evaluate the information you find carefully (e.g. is the source of the information trustworthy and credible? Is the information subjective or biased in any way?)
Internal Organizational Sources
Information relating to your organization might be available on an intranet or in written documentation. This information is often produced by your organization and can include policies and procedure and useful forms and templates.
Specialized Sources
Specialized sources provide unique, scholarly or historically valuable information. Examples include conference papers, theses, dissertations, private papers, diaries, manuscripts, letters, photos, maps, brochures and pamphlets. Specialized sources can be extremely valuable when very in-depth research is required, but for a broad overview of a topic, books, serials and websites are usually more helpful.
Talking to People
Other people, especially those with unique experience or expertise can be a valuable source of information. If you know the right people to talk to, they can often provide you with the information you need quickly and easily. However, it is important to consult only trusted colleagues and peers, and ideally those who are considered to be subject matter experts. As a rule, it is good practice to double-check the information you hear from other people and to do some additional research if you are in any doubt.
Choosing an Information Source
To make a decision, you may need to consult multiple information sources. However, when choosing which sources to use, it is important to take into account:
- how current the information needs to be (websites and newspapers are usually the most up-to-date sources of information; quarterly journals and books take longer to write and publish)
- how much detail you need (books and specialized sources usually provide the most in-depth information)
- how much time you have available (searching online or speaking to another person can often be the best option if you are short of time)
- how authoritative the information needs to be (books, subject/industry specific serials and specialized sources are often the most credible types of information)
- how readily available the source needs to be (some books and specialized sources can be difficult to track down)
- how much budget you have to spend (some academic institutions and professional bodies charge users to read their articles)
When you have gathered your sources, it is vital to evaluate how reliable they are before choosing whether to take them into account. Completing the checklist using the button at the top of this page will help you to do this.
Summary
Information gathering is an essential aspect of the decision-making process. In today’s digital age, there is more choice than ever and decision-makers need to select their sources carefully. Understanding the different types of information and their applications, and taking the time to evaluate your needs will help you chose the right information sources for the decision you need to make.
