Ch.6 - Chapter 6 Secondary Data Sources Primary data Data that you or your colleagues collect specifically for the purpose of answering your

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Chapter 6: Secondary
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8/15/11 Data Sources Primary data Data that you or your colleagues collect specifically for the purpose of answering your research question. Secondary data Existing data that have already been collected for purposes other than the problem at hand and you employ to answer your research question. These data can be located quickly and inexpensively.
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8/15/11 Advantages of Primary Data 1. You collect exactly the data elements that you need to answer your research question. 2. You can test an intervention, such as an experimental drug or an educational program, in the purest way (a double-blind randomized controlled trial). 3. You control the data collection process, so you can ensure data quality, minimize the number of missing values, and assess the reliability of your
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8/15/11 Advantages of 4. You avoid the tendency with secondary data to "dredge" for research questions instead of developing your research questions based on real knowledge deficits. 4. You select a sample that is specifically designed to help answer your research question, so irrelevant exclusion criteria are not a concern.
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8/15/11 Advantages of Secondary Data 1. Less expensive to collect than primary data (e.g. government data is often free). 2. It takes less time to collect secondary data. 3. If you are looking for a small effect size , it may be impossible to collect primary data on a sufficient number of cases. 4. Sometimes collecting primary data may be unethical . 5. The accessible population for primary data may be less representative of the target population than that for secondary data. 6. You may not need to worry about informed
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8/15/11 Primary Data Secondary Data Collection purpose For the problem at hand For other problems Collection process Very involved Collection cost High Relatively low Collection time Long Short A Comparison of Primary &
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8/15/11 EXHIBIT 6.1 Evaluating Secondary Data 7 6–
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8/15/11 8 6– EXHIBIT 6.1 Evaluating Secondary Data cont’d
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8/15/11 Criteria for Evaluating Secondary Data Criteria Issues Remarks Specifications & Methodology Currency
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This note was uploaded on 08/15/2011 for the course MKTG 4154 taught by Professor Staff during the Fall '08 term at Virginia Tech.

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Ch.6 - Chapter 6 Secondary Data Sources Primary data Data that you or your colleagues collect specifically for the purpose of answering your

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