Which of the following questions should a marketing researcher ask when trying to establish the reliability of secondary data sources in the international arena?
A) How much do the data cost?
B) What language is used in the parent country?
C) How long did it take to complete the survey in question?
D) How were the data collected?
E) What type of survey was used during data collection?

Question

Quizplus · Accepted Answer

To effectively judge the reliability of secondary data sources, following questions should be asked: Who collected the data? For what purposes were the data collected? How (by what methodology) were the data collected? Are the data internally consistent and logical in light of known data sources or market factors?

Which of the Following Questions Should a Marketing Researcher Ask