Question 1

What are the major advantages of secondary internal data?

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Question 2

List the issues to be considered when evaluating secondary data using the specification/methodology criteria (Table 4.2 in the text).

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Question 3

What are purchase panels and media panels? Develop examples of marketing situations where you would use each.Be sure to explain the type of information you would collect and the makeup of the panel respondents.

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Question 4

Discuss single-source data.What is it and how is it related to computer mapping?

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Question 5

Discuss the disadvantages of different types of scanner data.

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Question 6

List the criteria for evaluating secondary data (Table 4.2 in the text).

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Quiz 4: Exploratory Research Design: Secondary Data