Data Collection
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Questions and Answers

A researcher aims to gather sensitive data through a questionnaire. Which strategy would be LEAST effective in establishing trust with potential respondents?

  • Providing a clear legitimation statement that explains the research's purpose and ethical considerations.
  • Offering an incentive, such as a summary of the research findings, to encourage participation.
  • Presenting a formal, impersonal invitation letter to maintain objectivity. (correct)
  • Guaranteeing anonymity and clearly stating data usage policies.

When designing a questionnaire, what is the MOST critical consideration regarding question clarity, given the limitations of the format?

  • Ensuring each question is unambiguous and self-explanatory. (correct)
  • Assuming respondents have a base level understanding of the terminology used.
  • Relying on the respondent to seek clarification on any points of confusion.
  • Using complex vocabulary to avoid oversimplification of concepts.

What is a potential disadvantage unique to email or internet-based questionnaires compared to paper-based ones, especially when dealing with a general population?

  • Difficulties for respondents with limited computer skills or internet access. (correct)
  • Inability to reach respondents in remote geographical locations.
  • Increased risk of response bias due to lack of anonymity.
  • Higher cost of distribution due to software and platform fees.

A researcher is deciding between open-ended and closed questions for a study. Under what circumstance would open-ended questions be MOST appropriate, despite the challenges in analyzing qualitative data?

<p>The research aims to explore a novel phenomenon or gain in-depth insights into participants' perspectives. (D)</p> Signup and view all the answers

A researcher is translating scientific terms for a general audience in a questionnaire. Which approach would be LEAST effective in ensuring understanding and minimizing ambiguity?

<p>Providing detailed technical definitions for each scientific term used in the questionnaire. (B)</p> Signup and view all the answers

In the context of questionnaire design, what does ensuring the 'unambiguousness of questions' primarily aim to achieve?

<p>Ensuring that each question is interpreted consistently by all respondents, minimizing variability in understanding. (A)</p> Signup and view all the answers

Which of the following strategies would be MOST effective in mitigating potential manipulation in email or internet-based questionnaires?

<p>Implementing security measures to prevent multiple submissions from the same IP address. (B)</p> Signup and view all the answers

What initial element of a questionnaire is MOST crucial for setting expectations and guiding respondents through the process?

<p>The 'welcome' section, including encouragement, instructions and a roadmap. (A)</p> Signup and view all the answers

A researcher aims to study consumer behavior in a grocery store without interfering with the shoppers' natural routines. Which observation method is MOST suitable if the researcher does NOT want the shoppers to know they are being observed?

<p>Complete observer (A)</p> Signup and view all the answers

In a study of consumer behavior in a virtual community, a researcher actively engages with community members under a known identity, participating in discussions and activities to gain deeper insights. Which observation method is being employed?

<p>Observer as participant (C)</p> Signup and view all the answers

A company wants to conduct market research to understand how consumers use their new line of sustainable cleaning products in their homes. They hire researchers who pose as regular customers, fully immersing themselves in the daily routines of the households without revealing their true identities or purpose. What type of observation is this?

<p>Complete participant (D)</p> Signup and view all the answers

What is the PRIMARY distinction between 'participant as observer' and 'observer as participant' observation methods?

<p>The extent to which the researcher engages in the observed activity. (D)</p> Signup and view all the answers

A researcher is studying the impact of in-store music on consumer purchasing behavior. The researcher sets up cameras to record shoppers' movements and purchase decisions without any interaction. Observers then analyze the recordings to identify patterns. This is an example of which type of study?

<p>Complete observation (D)</p> Signup and view all the answers

A market research firm is hired to assess consumer attitudes towards a new line of electric vehicles. Given the survey results, which action reflects the highest level of consumer commitment to eco-friendly consumerism?

<p>Choosing to purchase these electric vehicles. (B)</p> Signup and view all the answers

What is a potential ethical challenge UNIQUE to the 'complete participant' observation method compared to other observation methods?

<p>Deceiving subjects about the researcher's true identity and purpose. (D)</p> Signup and view all the answers

A researcher uses an existing video database of customer interactions with service representatives to analyze non-verbal communication patterns and their correlation with customer satisfaction. The researcher was not involved in the original data collection. Which type of observation is this?

<p>Complete observer (C)</p> Signup and view all the answers

Which of the following scenarios would most significantly challenge the reliability of data collected via structured observation?

<p>The observation instrument requires extensive training and contains complex, subjective criteria. (D)</p> Signup and view all the answers

A researcher aims to study consumer behavior in a supermarket. Which aspect of structured observation presents the MOST significant limitation in gathering comprehensive data?

<p>Inability to directly capture consumers underlying motivations or thought processes for their choices. (C)</p> Signup and view all the answers

A marketing firm decides to use secondary data to analyze market trends. What presents the GREATEST risk to the validity of their conclusions?

<p>The available secondary data does not align precisely with the firm's specific research questions. (A)</p> Signup and view all the answers

In which scenario would the use of secondary data be MOST advantageous, considering both efficiency and reliability?

<p>Replicating a well-known study to verify its findings in a new context. (C)</p> Signup and view all the answers

A researcher wants to investigate long-term consumer behavior trends using secondary data. Which type of secondary data would be MOST suitable?

<p>Continuous &amp; regular surveys (C)</p> Signup and view all the answers

Which of the following actions would BEST enhance the replicability of a research study that relies heavily on secondary data?

<p>Clearly documenting the specific datasets, versions, and manipulation steps used in the analysis. (B)</p> Signup and view all the answers

A research team aims to gather comprehensive financial and patent data for technology companies worldwide. Which combination of secondary data sources would be the MOST effective?

<p>WRDS and EPO (D)</p> Signup and view all the answers

A firm wants to determine the market size of electric vehicles in Germany. Which secondary data source would be the MOST appropriate starting point for this research?

<p>Destatis (German Federal Statistical Office) (A)</p> Signup and view all the answers

According to Ericsson and Simon's think-aloud interview method, what distinguishes Level 2 verbalization from Level 1?

<p>Level 2 includes a description of thoughts, whereas Level 1 is limited to a simple reproduction of thoughts. (B)</p> Signup and view all the answers

A researcher aims to understand how consumers cognitively process online advertisements. Which interview method is MOST suitable for this research objective?

<p>Think-aloud interviews, allowing participants to verbalize their thoughts while viewing ads. (A)</p> Signup and view all the answers

In the context of think-aloud interviews, what is the primary purpose of the warm-up phase?

<p>To familiarize the participant with the think-aloud method, enhancing their ability to verbalize thoughts effectively. (B)</p> Signup and view all the answers

What critical action should a researcher take if a participant in a think-aloud interview fails to verbalize adequately within the initial fifteen-minute period?

<p>Terminate the interview to avoid collecting potentially insufficient or unreliable data. (D)</p> Signup and view all the answers

When conducting expert interviews, which of the following presents the GREATEST ethical challenge?

<p>Preventing the potential abuse of the interview to gather sensitive information about competitors. (A)</p> Signup and view all the answers

A research team is preparing to conduct think-aloud interviews. What is the PRIMARY purpose of incorporating a warm-up phase with simple tasks?

<p>To familiarize participants with the think-aloud method and encourage verbalization of thoughts. (C)</p> Signup and view all the answers

Which type of systematic error in survey research is directly associated with actions taken by the interviewer?

<p>Interviewer error (D)</p> Signup and view all the answers

Among the listed forms of respondent error, which is classified as deliberate misrepresentation?

<p>Social desirability bias (B)</p> Signup and view all the answers

Which of the following accurately describes a key distinction between expert interviews and other types of qualitative interviews?

<p>Expert interviews aim to reconstruct expertise, while other interviews explore individual opinions and attitudes. (D)</p> Signup and view all the answers

What distinguishes 'social desirability bias' from 'acquiescence bias' in survey research?

<p>Social desirability bias reflects a respondent's tendency to provide answers they believe are viewed favorably by others, while acquiescence bias is the tendency to agree with statements regardless of their content. (A)</p> Signup and view all the answers

What is the MOST significant challenge in applying think-aloud interviews for research?

<p>Participants may struggle to articulate their thoughts effectively, leading to incomplete or biased data. (C)</p> Signup and view all the answers

How does the risk of 'respondent bias' uniquely manifest in expert interviews compared to other interview types?

<p>Experts may intentionally skew information to promote their own agendas or protect organizational interests. (B)</p> Signup and view all the answers

In the context of survey research, which of the following best exemplifies 'auspices bias'?

<p>Respondents provide answers they believe the sponsoring organization wants to hear. (C)</p> Signup and view all the answers

In the context of interview-based research, what is the PRIMARY ethical consideration when selecting corporate decision-makers as expert respondents?

<p>Ensuring that their participation does not violate any confidentiality agreements or create conflicts of interest. (B)</p> Signup and view all the answers

Which survey setting is likely to be the least prone to social desirability bias?

<p>An anonymous online survey about sensitive personal hygiene habits. (B)</p> Signup and view all the answers

A researcher is using the think-aloud method to study how users interact with a new software interface. After 15 minutes, a participant has provided minimal verbalization. According to established guidelines, what is the MOST appropriate course of action?

<p>Abort the session, as inadequate verbalization indicates the method is not suitable for this participant. (A)</p> Signup and view all the answers

What is the most significant ethical challenge posed by covert observation in scholarly research?

<p>The inability to obtain informed consent from participants, potentially violating their privacy. (B)</p> Signup and view all the answers

How might a researcher's anxiety about 'blowing the cover' in a covert observation most significantly impact a research project?

<p>It endangers the entire research project, potentially leading to premature termination and loss of data. (D)</p> Signup and view all the answers

In the context of observational research, how do 'secondary observations' differ most critically from 'primary observations'?

<p>Secondary observations are interpretations of events, while primary observations are records of what occurred. (D)</p> Signup and view all the answers

In what scenario would the risk of subjects guessing the research objectives and altering their behavior be most detrimental to a study employing covert observation?

<p>When the study examines authentic, spontaneous behavior that cannot be replicated in a controlled setting. (A)</p> Signup and view all the answers

Which of the following best describes how 'experiential data' is uniquely valuable in observational research?

<p>It offers insights into the researcher's subjective feelings and perceptions during the research process. (D)</p> Signup and view all the answers

How could changes made to enable observation in a research setting most significantly bias the data collected?

<p>By altering the natural environment or behavior of subjects, leading to unrepresentative data. (A)</p> Signup and view all the answers

Which scenario would most effectively mitigate the ethical concerns associated with a covert observation study after data collection?

<p>Debriefing participants and obtaining retrospective consent, ensuring they are fully informed about the study's purpose and use of data. (B)</p> Signup and view all the answers

How does the potential for 'role adjustment' by a researcher in covert observation primarily threaten the validity of the study?

<p>It may lead to the researcher becoming overly involved with the subjects, compromising the researcher's objectivity and influencing their interpretations. (D)</p> Signup and view all the answers

Flashcards

Individual interview

Interviews conducted with one participant at a time.

Group interviews

Interviews conducted with multiple participants simultaneously.

Online interviews

Interviews conducted remotely using digital communication tools.

In-person interviews

Interviews conducted in a face-to-face setting.

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Unstructured interview

An interview with no set format where questions arise spontaneously.

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Expert interview

Respondents provide insights based on their specialized knowledge.

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Think-aloud interview

Participants verbalize their thoughts while performing a task.

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Warm-up phase

A preparatory phase to familiarize participants with verbalizing thoughts during a think-aloud interview.

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Questionnaire Welcome

Initial messaging in a questionnaire to engage the respondent.

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Questionnaire Legitimation

Establishing credibility and purpose when asking for information.

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Questionnaire Incentive

Offering rewards to increase participation rates.

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Questionnaire Roadmap

An overview of the questionnaire's structure.

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Questionnaire Clarity

Questionnaires must be self-explanatory due to lack of clarification.

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Questionnaire Trust

Honesty is difficult if trust is not established first.

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Email Questionnaire Advantages

Low administration cost, quick results, and easy editing.

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Email Questionnaire Disadvantages

Manipulation, junk mail issues, user skills limitations.

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Eco-friendly consumerism

Choosing products/services that are environmentally friendly.

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Boycotting unethical companies

Refusing to support companies that harm the environment with their actions.

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Premium for eco-friendly

Willing to pay extra for products/services that are environmentally friendly.

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Environmental activities

Engaging in activities that help the environment.

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Promoting green habits

Convincing others to adopt eco-friendly consumption habits.

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Observation

Systematic watching, recording, describing, analyzing, and interpreting subjects' behavior.

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Participant as observer

Researcher participates and reveals their identity.

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Complete observer

Researcher observes but does not participate; identity is concealed.

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Think Aloud-Interviews

Verbalizing thoughts as they occur during a task.

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Level 1 Verbalization

Simple repetition of thoughts during a think-aloud interview.

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Level 2 Verbalization

Describing thoughts in more detail during a think-aloud interview.

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Level 3 Verbalization

Explaining the reasoning behind thoughts during think-aloud interview

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Think-Aloud Warm-up Phase

Warm-up phase to familiarize respondents with the think aloud method.

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Systematic Error (Bias)

A consistent and repeatable error in research.

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Administrative Error

Errors due to administrative or procedural problems.

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Response Bias

Bias caused by respondents' answers.

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Covert Observation

Observation where participants are unaware they are being studied.

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Observer Effect

Scholarly research can be affected by a subject knowing they are being observed.

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Covert Observation Challenges

Ethical considerations and potential privacy violations.

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Reactivity in Observation

Changes in behavior because of being watched, often due to impression management.

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Primary Observations

Data recorded at the time of the event noting what happened or what was said.

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Secondary Observations

Statements from observers about what happened or was said, often recorded later.

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Experiential Data

Data on researcher's own perceptions and feelings during the research process.

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Aware Observation

Subject's awareness of being observed.

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Structured Observation

Data collection by directly watching and recording actions in a structured way.

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Secondary Data

Data initially collected for other purposes, re-used for research.

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Documentary Source

Using documents as a source of secondary data.

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Multiple Source (Secondary Data)

Combining multiple secondary data sources for a research.

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Time-series (Secondary Data)

Secondary data collected regularly over a period of time.

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Censuses

Collection of data about individuals and their characteristics.

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Ad hoc surveys

Data collected from a sample of the population.

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Reliability (Secondary Data)

Ensuring data consistency and accuracy by using data from trusted sources.

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Study Notes

  • The course structure involves foundations, the empirical research process, and research ethics.
  • The empirical research process includes:
  • Research question, theory, and hypotheses
  • Research design
  • Sampling and measurement
  • Data collection
  • Hypotheses testing
  • Dissemination
  • Learning goals include knowing different data types, creating surveys, conducting interviews, and using secondary data.

Classification of Research Data

  • Primary data is newly collected for the purpose of the study.
  • Secondary data has already been collected, often for some other purpose or by third parties.
  • Self-reported data is provided by the subject.
  • Observed data is collected through studying the subject's behavior.
  • Quantitative data is represented numerically.
  • Qualitative data cannot readily be expressed numerically, like interview transcripts or email.

Data Collection Methods: Surveys

  • A survey is a measurement tool used to gather self-reported data from subjects by asking questions.
  • Questionnaire: A survey instrument typically self-administered by the subject.
  • Interview: A survey conducted by a researcher who asks questions and completes the instrument based on the subject's answers.
  • Types of surveys:
  • In-home/office: Interviews/surveys at the subject's location, possibly computer-supported.
  • Mall-intercept: Asking subjects to participate in a study while at the mall/shopping center.
  • Phone interview: Conducted via phone.
  • Group survey: Sent to a key contact person who distributes the survey to a group (e.g., school children).
  • Drop-off: Surveys are handed to subjects who may return them later.
  • Online: Participants complete via Internet tools.

Questionnaires Design Elements

  • Invitation (letter).
  • Welcome message to encourage and instruct respondents.
  • Legitimation.
  • Incentives such as results or prize draws.
  • A roadmap for the questionnaire.
  • The actual questionnaire.
  • Questionnaires must be clear because no clarification is possible.
  • Trust must be established because you are asking for sensitive information.

Questionnaires: Implementation

  • Qualtrics and SoSci Survey are tools for implementing questionnaires.

Questionnaires: Checklist

  • The questionnaire needs to ask the right questions about the relevant phenomenon.
  • Decide whether to ask one or more questions.
  • Ensure respondents are knowledgeable enough to answer. Decide whether to use open-ended or closed questions.
  • Provide answer options for closed questions.
  • Translate scientific terms into language respondents understand.
  • Guarantee unambiguous questions.
  • Make the questions neutral.
  • The early questions should motivate respondents to participate.
  • Make sure the order of the questions don't create a pattern of answers
  • Organize the questionnaire in a structured way.
  • Ensure the questionnaire looks professional.
  • Check that the questionnaire can be completed easily.
  • Check that respondents understand the questions.
  • See if respondents use specific thought patterns.

Interviews

  • Researcher develops questions or points of interest to discuss and explore with interviewees.
  • Characteristics:
  • Less structure is required.
  • Questions should be open-ended.
  • Interest in the interviewee's perspective.
  • Encourage digressions, as digressions can reveal relevant insights/info.
  • The conversation should be flexible.
  • Detailed answers should be encouraged.
  • The interviewer should participate in the interveiw.

Strengths of Interviews

  • Establishing a rapport with the interviewee.
  • Observing interviewee's responses to questions.
  • Gathering individual perspectives and experiences.
  • Addressing sensitive topics.

Role of The Interviewer

  • Locate and enlist cooperation of respondents.
  • Motivate respondents.
  • Clarify any confusion/concerns.
  • Observe quality of responses.

Interview Checklist

  • Arrival: Establish relation with participant and start with small talk.
  • Presentation of Research Project: Define objective and methods, guarantee confidentiality, request permission for recording.
  • Introductory Question: Inquire info for interview adaptation, and ask about issues of interest.
  • Avoid issues, that may overshadow the entire interveiw. Main Part: Conduct main interview, ask pre-defined questions, assess interviewe answers.
  • Indicate the end of interview is approaching, ask if all aspects where covered.
  • Thank for cooperation and confidentiality.
  • Make notes, transcribe inteview.
  • Request approval, integrate findings and identify new questions.

Interview Best Practices

  • Show interest.
  • State open questions (W-questions).
  • Emphasize no right or wrong statements.
  • Pay attention to body language and color of voice.
  • Manage interview time.
  • Ask short, precise questions.
  • Allow time to answer.
  • Refrain from personal inferences/assumptions.
  • State assumptions.
  • Do not interrupt, comment, or summarize answers.
  • Use silence.

Types of Interviews

  • By number/type of interviewees:
  • Individual
  • Group interviews
  • Online interviews
  • In-person interviews
  • By interview method:
  • Unstructured, semi-structured, fully structured
  • Expert interviews
  • Think-aloud
  • Critical-incident technique

Expert Interviews

  • Respondents provide info but acts as key informants.
  • The purpose is expertise reconstruction.
  • Challenges:
  • Recruiting a number of experts
  • The expert dominating the conversation
  • Bias concerns among the experts

Think Aloud Interviews

  • Assigning respodents solving task, while articulating thoughts.
  • Try to think aloud.
  • The application area explores: -Cognitive processes -Questionnaires -information
  • Warm-up phase is important.
  • Simple Tasks.
  • The deadline is 15 minutes.

Observation

  • Observation is the systematic recording, description, analysis, and interpretation of behavior.
  • Types of Observations:
  • Researcher identity revealed: Participant as observer/Observer as participant
  • Researcher identity concealed: Complete participant/Complete observer
  • Data from observation:
  • Primary observations note what happened or said at the time.
  • Secondary observations are observer statements.
  • Experiential data is data on perceotions and feelings from the process.
  • Objects for observation include: physical action, verbal behavior, expressive behavior, spatial relations/locations, temporal paterns and physical objects.

Structured Observation

  • Smiles and Makes Eye Contact with the consumer.
  • The Customer is Greeted in a Friendly Manner.
  • Gives the Customer Undevided Attention throughout the Transaction.
  • Suggests Additional Items Not Ordered by Customer.
  • The customer is informed where extras are.
  • The observer helps secure information that most participants would ignore.
  • It can be applied by assistants but has to be trained.
  • Must be carried out simultaneously
  • The results has to be reliable.

Data Collection Methods: Secondary Data

  • Secondary Data: Data that has already been collected.
  • Secondary data can be documentary, survey, or of multiple source.
  • Documentary sources can be written or non-written material.
  • Multiple sources can be area-based or time-series based.
  • Surveys can be Census Bureau surverys.
  • Reasons for using secondary data:.
  • common datasets help replicate findings
  • it can be costly to use primary findings, so it saves time.
  • Sources of secondayr data: WRDS, Destatis, Kaggle, ΕΙΚΟΝ, Orbis, USPTO, ΕΡΟ, EBSCO, Scopus.

Evaluating Secondary Data

  • Assess overall suitability
  • Search and assessment
  • Focus on validity and unmeasured variables.

Evaluating Suitability

  • Focus on bias and validity.
  • Judge use of data based.
  • Assess for costs alternatives, or if costs outweigh use, terminate here.

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