1.4. Explain the Need for Ensuring the Quality and Accuracy of Information Collected

Data collection is the process of gathering and measuring information on variables of interest, in an established systematic fashion that enables one to answer stated research questions, test hypotheses, and evaluate outcomes. The data collection component of research is common to all fields of study including physical and social sciences, humanities, business, etc. While methods vary by discipline, the emphasis on ensuring accurate and honest collection remains the same.

The importance of ensuring accurate and appropriate data collection

Regardless of the field of study or preference for defining data (quantitative, qualitative), accurate data collection is essential to maintaining the integrity of research. Both the selection of appropriate data collection instruments (existing, modified, or newly developed) and clearly delineated instructions for their correct use reduce the likelihood of errors occurring.

Consequences from improperly collected data include 

• Inability to answer research questions accurately
• Inability to repeat and validate the study
• Distorted findings resulting in wasted resources
• Misleading other researchers to pursue fruitless avenues of investigation 
• Compromising decisions for public policy 
• Causing harm to human participants and animal subjects

While the degree of impact from faulty data collection may vary by discipline and the nature of the investigation, there is the potential to cause disproportionate harm when these research results are used to support public policy recommendations. 

The primary rationale for preserving data integrity is to support the detection of errors in the data collection process, whether they are made intentionally (deliberate falsifications) or not (systematic or random errors). 

Meeting the purpose of the activity

Once you have measured how satisfied your customers are, make use of the results to improve your organisation and the products and services you provide.  

Information from and about customers should shape your products and services, and the way that you work to deliver them. Your results should drive your organisation to continuously improve.   

Consider the following:  

• Set up a system for ensuring that your customer results influence plans and strategies. Some information could be enshrined in a customer service plan, to set targets and strive to improve the quality of your customer service.  
• Some of this information should be used as key performance indicators. These should be regularly monitored and reported to your board or senior management team to measure the overall success of the organisation.    
• Set targets each year within your plans and strategies to work towards improving your customer results.   
• Compare results from one consultation to the next so that you can measure trends over time.   
• Review your performance to identify the cause-and-effect relationship between interventions and improvements in customer satisfaction. For example, can you establish whether the employment of a new café manager contributed to the increased satisfaction of customers in the cafe that your recent survey identified? Since you redecorated your premises, has feedback been more positive?  
• Report back to customers, staff, and other stakeholders. Even if there doesn’t seem to be much to report, many of your customers and other stakeholders will be pleased to see you making an effort. It can improve your customer service and your relationship with your customers.  

Compliance with applicable legislation in a commercial environment

Legislation that is applicable to the collection and use of Customer Information in South Africa includes the following. The Consumer Protection Act 68 of 2009 (“CPA”) came into effect on 31 April 2011 (the “general effective date”).

The CPA is centered around eight consumer rights. These rights are the right to equal access to the consumer market; privacy; choice; disclosure and information; fair and responsible marketing; honest and fair dealing; fair, just, and reasonable terms and conditions; fair value, good quality, and safety.

The information technology (“IT”) sector is not heavily regulated in South Africa. However, there are legislative enactments in force that regulate elements of IT such as e-commerce, privacy and data protection, and access to information. Information over the internet is not generally regulated by statute, except in relation to specific areas such as online gambling and child pornography. Common law protections exist in relation to defamatory material that is published online.

The Protection of Personal Information Bill is based on eight core principles namely:

• information must only be collected or stored if it is necessary for an explicitly defined purpose; 
• the information must be collected directly from and with the consent of the data subject; 
• data subjects must be informed of the purpose of the collection and the intended recipient of the information; 
• information must not be retained for longer than is necessary to achieve the purpose for which it was collected; 
• information must not be distributed in a way incompatible with the purpose for which it was collected; 
• reasonable steps must be taken to ensure that the information is accurate, up-to-date, and complete; 
• appropriate technical and organisational measures must be taken to safeguard the data subjects against the risk of loss, damage, destruction of, or unauthorised access to their personal information; and  
• data subjects must be able to access their personal information and demand that their information be corrected if it is inaccurate. 

Access to Information 

The Promotion of Access to Information Act 2 of 2000 (the “PAIA”) gives effect to the constitutionally enshrined right of access to information. The PAIA allows for access to records held by public bodies and information held by the private sector which is required for the exercise or protection of rights. 

Access To Information Held By Public Bodies 

All public bodies (such as departments of state and government administrations in the national, provincial, and local arms of government) must supply copies of records that have been requested by the public, generally within thirty days of receiving the request, unless the proper procedure has not been followed or a statutory ground of refusal exists. 

Access to the following records of a public body can be refused under the PAIA:

• personal information about third parties; 
• certain records of the SARS; 
• commercial and confidential information of third parties; 
• information endangering the physical safety of individuals; 
• legally privileged records; 
• records relating to the defense, security, international relations, economy, and financial welfare of South Africa; 
• the research information of third parties; 
• records relating to the operations of public bodies; and  
• frivolous or vexatious requests for information.