Briefly explain the factors a marketing researcher should examine when assessing the quality of secondary data?
Availability:
Can we find the data?
Relevance:
Does the data measure what we think it measures?
Does it apply to the audience we think it applies to?
Timeliness:
Have we received it in time to make decisions/conclusions?
Are data out of date / when were the data collected?
Quality / Accuracy:
How was the data obtained - what methods were used?
Who collected the data?
Why and for what purpose was the data collected?
Completeness:
Is the whole story captured - are we parsing the data?
Is there a sufficient amount of data to tell the story?
Insufficiency:
Not enough data exists to make a sound decision