You are the marketing manager for Brand X-Stream Fishing Rods.You are interested in gathering secondary data on the quality of competitor product offerings before you collect primary data on new products that your target market desires.To collect these data you use an Internet search engine to find websites with the desired information.You decide to use the information found on the Consumer Reports website rather than that found on Wikipedia.The reason for your selection of the Consumer Reports data is because it comes from a more ________ source than the data from Wikipedia.

Question

Quizplus · Accepted Answer

Secondary data will not fit the research problem exactly. As a result, a specific answer to the research problem will not be possible using secondary data alone. Also, secondary data are not current. Sometimes the information may be only a few weeks or months old or it may be dated to the point where it is no longer useful for the current project. Finally, without a clear understanding of the methodology used to collect and interpret the secondary data one should be a little skeptical about its validity.

You Are the Marketing Manager for Brand X-Stream Fishing Rods