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Purpose -Data collection from inbound tourists is a repetitive activity. This paper's main purpose is to show that, unless something useful about the nature of change is being established, repetitious collection of data from, for example, inbound visitors results in ineffective accumulation of data. The paper also aims to elucidate what it means for data to be ineffective for practical application or theory development.Design/methodology/approach -The approach was to examine three years of data from inbound visitors to Taiwan to consider what would make data collection more effective.Findings -Collecting many specific variables relating to travel by inbound tourists can result in recognizing segments and other matters important for applied research or theory development. Analysis shows detailed information can have limited use and high cost when different details apply to different segments. After identifying segments to study, effective information collection can require segment specific questioning, special sampling and segment specific studies.Originality/value -While various countries conduct special studies, annual collection of a wide variety of information from inbound tourists is a common practice. This research provides new perspectives on why some data collection practices should be modified.