As the Internet of Things (IoT), big data, and artificial intelligence (AI) progress in the Fourth Industrial Revolution, data are expected to bring innovative outcomes. Against this background, a questionnaire survey was conducted on 6,278 firms with the aim of grasping the actual situation of data utilization in Japan and the important factors in obtaining outcomes through its use, with 562 effective responses collected. The results of our analysis reveal that, in order to obtain outcomes by utilizing data, it is important to master the contract model, design data sufficiently, and interact smoothly with stakeholders. In addition, we prepare three model cases of businesses using machine learning. We then examine rational and practical contracts on data utilization to provide commercially useful services, and organize issues.