Advertising involves direct relations between the seller and the ...

[shofmannx20]

Advertising involves direct relations between the seller and the prospective buyer or customer.
 
 Indicate whether the statement is true or false

Question 2

Explain why researchers often look for secondary data first when conducting research but also discuss the drawbacks of using secondary data.

[amandanbreshears]

Answer to Question 1

F

Answer to Question 2

There are several advantages to using secondary data, and it is wise for a researcher to start there. The primary advantage is their availability. It's almost always faster and less expensive than acquiring primary data. Secondary data are essential in instances when data cannot be obtained using primary data collection procedures, such as obtaining information not accessible to a private firm (e.g., taxes paid). An inherent disadvantage is that they were not designed specifically to meet the researcher's need. The most common reasons for this are that the data are outdated, vary in definition of terms, use different units of measurement, and lack the information to verify the data's validity. Another disadvantage is that the user has no control over their validity. Research conducted by others may be biased to support the vested interest of the source.