This preview shows page 1. Sign up to view the full content.
Unformatted text preview: eported
9. What are the advantages and disadvantages of syndicated data?
Review question. This question requires students to examine this section of the
Advantages of syndicated data are shared costs, high quality of the data, and speed
with which data are collected and made available for decision making. BMKT 312 C5 Study Guide 2 Disadvantages of syndicated data are that there is little control over what data are
collected, buyers must commit to long-term contracts, and competitors have access to
the same information.
10. How would you go about evaluating secondary data? Why is evaluation important?
In order to properly use secondary data, you must evaluate that information before
you use it as a basis for decision making. A user must be most cautious when using an
Internet source because few quality standards are applied to most Internet sites.
To determine the reliability of secondary information, marketing researchers must
answer the following five questions:
• What was the purpose of...
View Full Document
- Fall '13