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In this lesson, you created a form to collect information about your classmates’ likes and dislikes.

Businesses often use forms like this to get feedback from customers and potential customers.

For example, a shopping site might ask you about: The types of products you like and dislike, Your favorite brands and colors, If you prefer to shop online or in-store, What you have recently purchased, added to a shopping cart, or browsed for online, Your budget, Your age, Or how you heard about their store.

Like the form you created in this lesson, these are direct ways to collect data.

But you can create data indirectly, too.

Indirect data seeks to understand someone’s perceptions, opinions, or attitudes.

This can be found through: Word-of-mouth recommendations or criticisms, An article, review, or social media post about a brand or product, Or a call to customer service agents that includes feedback about a brand or product.

This kind of indirect data allows a business to make inferences about its customers and potential customers, such as what products they might like to try.

Have you ever searched online for a product, and then seen ads for that or similar products somewhere else on the internet?

This is because those companies received data about your search habits and are using it to recommend items they think you will be interested in.

Now, move on to part two of this lesson to learn more about the different ways to collect data.

You will use the data you collected in your survey to create a rating system that determines what items you could recommend to your users.