Secondary Data in Marketing Research

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What is the primary purpose of using secondary data in marketing research?

Developing an approach to orient the design of the research and plan primary data collection (correct)
Defining the problem
Covering information needs of the marketing research project
Designing the sampling plan

Which of the following is NOT mentioned as an advantage of using secondary data in marketing research?

Customized for research objectives (correct)
Enhancing existing primary data
Quickly obtained
Relatively cheap

What is one of the disadvantages of secondary data mentioned in the text?

Not fitting the research objective (correct)
Availability from different departments
Well-fitted for research objectives
Idoneous collection methods

Which type of secondary data refers to data available from public and private institutions?

External secondary data (D) Signup and view all the answers

What are examples of external secondary data mentioned in the text?

Studies and reports of governments and administrations (A) Signup and view all the answers

How does secondary data contribute to marketing research?

By helping plan primary data collection and interpret results (D) Signup and view all the answers

What is the purpose of the horizontal reading of the transcripts in the development analysis of data?

To extract results for each heterogeneity variable considered in the study (B) Signup and view all the answers

In the development analysis of data, what is the significance of the 3rd step, vertical reading of the transcripts?

It enables identification of common aspects and differences in profiles (D) Signup and view all the answers

Which type of information is best obtained through a depth interview according to the text?

Deeper motivations (B) Signup and view all the answers

What is a key characteristic of a depth interview as mentioned in the text?

Useful for obtaining expert information (A) Signup and view all the answers

Why is a depth interview considered useful for complex information according to the text?

It reaches deeper knowledge levels (A) Signup and view all the answers

What is a primary focus during the planning phase of a depth interview?

Elaborating the written script of the interview (D) Signup and view all the answers

What is the main difference between primary data and secondary data?

Primary data is collected for the first time for the specific investigation, while secondary data already exists before the research. (A) Signup and view all the answers

Why is it important to analyze secondary data before collecting primary data?

To save time and resources by utilizing existing information that may satisfy the research needs. (C) Signup and view all the answers

Which criterion should a researcher consider when deciding on the sample size for a study?

The number of variables in the research objectives. (A) Signup and view all the answers

In non-probability sampling using the snowball method, what role do respondents play?

They provide names or identities of others like themselves who might qualify for the study. (D) Signup and view all the answers

How can a researcher determine if secondary data satisfies their information needs?

By checking if there are existing secondary data available before collecting primary data. (C) Signup and view all the answers

What is a key factor to consider when determining the sample size for a study according to the text?

The importance of the decision, nature of investigation, and resource constraints. (B) Signup and view all the answers