■ Better define the problem ■ Develop an approach to the problem ■ Formulate an appropriate research design (for example, by identifying the key variables) ■ Answer certain research questions and test some hypotheses ■ Interpret primary data more insightfully
Criteria for Evaluating Secondary Data ■ Specifications: Methodology Used to Collect the Data (size and nature of sample, response rate, questionnaire design, administration. ■ Error: Accuracy of the Data (errors in sampling, data collection, analysis) ■ Currency: When the Data Were Collected (time lag between data collection and publication) ■ Objective(s): The Purpose for Which the Data Were Collected (study on brand choice) ■ Nature: The Content of the Data (high income consumers with gross annual household incomes of over $90,000, secondary data with income categories of less than 15,000, 15,001-30,000, 30,001 to 50,000 and 50,000+ will NOT be of much use) ■ Dependability: Overall, How Dependable Are the Data