 Show 1 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Marketing Research: An Applied Orientation, 6e (Malhotra) Chapter 4 Exploratory Research Design: Secondary Data 1) Secondary data are originated by a researcher for the specific purpose of addressing the problem at hand. Answer: FALSE Diff: 1 Page Ref: 100 LO : 1 2) Primary data are data that have already been collected for purposes other than the problem at hand. Answer: FALSE Diff: 1 Page Ref: 100 AACSB: Analytic Skills LO : 1 3) As compared to primary data, secondary data are collected rapidly and easily, at a relatively low cost, and in a short time. Answer: TRUE Diff: 1 Page Ref: 100 AACSB: Reflective Thinking LO : 1 4) Examination of available primary data is a prerequisite to the collection of secondary data. Answer: FALSE Diff: 2 Page Ref: 101 LO : 1 5) Secondary data can help you develop an approach to the problem, answer certain research questions and test some hypotheses, and interpret primary data more insightfully. Answer: TRUE Diff: 2 Page Ref: 101 LO : 2 6) It is easy to evaluate the accuracy of secondary data because the researcher did participate in the research. Answer: FALSE Diff: 1 Page Ref: 101-104 LO : 3 7) One of the problems when evaluating secondary data is that the data may be updated too frequently for the purpose of the problem at hand. Answer: FALSE Diff: 1 Page Ref: 101-104 LO : 3 This preview shows page 2 - 4 out of 31 pages. The criteria of evaluating secondary dataThe quality of secondary data should be routinely evaluated using the criteria describedbelow:1.Methodology used to collect the dataThe methodology used to collect the data should be critically examined to identifypossible sources of error.Such methodological considerations include: size and nature ofthe sample, response rate, quality of questionnaire design and administration, proceduresused for field work, data analysis and reporting procedures.These checks provideinformation on the reliability and validity of the data and help to determine whether thedata can be generalized to the problem at hand. Reliability and validity can be further ascertained by an examination of the error,currency, objectives, nature and dependability associated with the secondary data.2.Errors and accuracy of dataThe researcher must determine whether the data are accurate enough for purposes of thepresent study.Secondary data can have a number of sources of errors or inaccuraciesincluding errors in the conceptual framework, research design, sampling, data collection,analysis and reporting stages of the process.It is difficult to evaluate the accuracy of thesecondary data because the researcher did not participate in the research.One approachto find the accuracy of secondary data is to find multiple sources of data and comparethem using standard statistical procedures.The accuracy of secondary data can also beverified by conducting pilot studies or by other appropriate methods.3.CurrencySecondary data may not be current. The time lag between data collection and publicationmay be long as in the case of census data. Moreover the data may not updated frequentlyenough for the purpose at hand. Because research requires current data, the value ofsecondary data is diminished as it becomes outdated.For example 1999 census data maynot be applicable now because population has rapidly changed within the last 8 years.Ithas to be updated to reflect demographic changes that have taken place.4.ObjectivesThis is the purpose for which the data was collected. Data are collected with someobjectives in mind and fundamental question to ask is why the data was collected in thefirst place.The objective for collecting data will ultimately determine the purpose forwhich that information is relevant and useful. Data collected with a specific purpose inmind may not be appropriate in another situation.5.Nature or content of the dataThe content of the data should be examined with special attention to the definition of keyvariables, the units of measurements, categories used and the relationships examined.Ifkey variableshave not been defined or are defined in a manner inconsistent with theresearcher’s definition then the usefulness of the data is limited. For example considersecondary data on consumer preference for TV programs.To use this information it isimportant to know how preference for programs was defined, was it defined in terms of Upload your study docs or become a Course Hero member to access this document Upload your study docs or become a Course Hero member to access this document End of preview. Want to read all 31 pages? Upload your study docs or become a Course Hero member to access this document Tags researcher, Level of measurement What criteria are used to evaluate secondary data?One method often used to evaluate secondary research to apply the criteria of Currency, Relevance, Authority, Accuracy, and Purpose (abbreviated CRAAP). Below is an explanation of how to apply each of these criteria.
What are the criteria for evaluating secondary data sources Mcq?41) What are the criteria for evaluating secondary data sources? a) Source of data; who collects the data; method of data collection; construct of research.
What are the steps to be followed to evaluate secondary data?Step 1: Define a research topic.. Step 2: Establish your statement of purpose.. Step 3: Design your research process.. Step 4: Locate and collect your secondary data.. Step 5: Evaluate your secondary data.. Evaluating the secondary dataset's relevance.. How can you make sure secondary data is reliable?Questions to Ask When Evaluating Secondary Data. What was the research provider's purpose in presenting the data? ... . Who collected the data? ... . When was the data collected? ... . How was the data collected? ... . What type of data was collected? ... . Is the data consistent with data from other sources?. |
