1.
Discuss the
advantages and disadvantages of using secondary data
Secondary data usually are historical and already
assembled. They require no additional access to research respondents or
subjects. “The primary advantage of secondary data is their availability.
Obtaining secondary data is almost always faster and less expensive than
acquiring primary data. This is particularly true when researchers use
electronic retrieval to access data stored digitally. In many situations,
collecting secondary data is instantaneous.” Secondary data are essential in
instances where data cannot be obtained using primary data collection
procedures.
An
inherent disadvantage of secondary data is that they were specifically designed
to meet the researchers’ needs. “The
most common reasons why secondary data do not adequately satisfy research needs
are (1) outdated information, (2) variation in definition of terms, (3)
different units of measurement, and (4) lack of information to verify the
data's accuracy. Furthermore, in our rapidly changing environment, information
quickly becomes outdated. Because the purpose of most studies is to predict the
future, secondary data must be timely to be useful.”
1.
Define surveys and describe the type of
information that may be gathered in a survey
A survey is defined as “A method
of collecting primary data based on communication with a representative sample
of individuals.” surveys gather information to assess consumer knowledge and
awareness of products, brands, or issues and to measure consumer attitudes and
feelings. Additionally, surveys describe consumer characteristics including
purchasing patterns, brand usage, and descriptive characteristics including
demographics and lifestyle. Thus, psychographic research involves surveys.
Information gathered in surveys varies widely depending on its objectives. Most
surveys have multiple objectives; few gather only a single type of factual
information.
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