ABSTRACT
Anything that is observed or conceptualized falls under the purview of data. Often we do not even think of data as a separate entity, it is so much internalized and synthesized in our thought processes. If a commuter is asked to state the average time of a daily commute, he will throw out a number, such as 60 minutes. This is data on commuting. Ask a mother at what time she wakes up to prepare her children for school and you will learn that the time is 6 in the morning. This is data on household behavior. Similarly, if you ask a brand manager whether to mix the color pink with the scent of sandalwood in a soap, she might answer that such a combination will not have a high preference among prospective buyers! Such an opinion on the part of the brand manager as well as on a preference scale rating by a prospective buyer are all examples of data.
