1. What characteristic separates secondary data from primary data? What are three sources of secondary data?

2. Explain why a company should use all potential sources of secondary data before initiating primary data collection procedures.

3. List the six fundamental principles used to assess the validity of secondary data.

4. What are the various reasons to conduct a literature review?

5. What should you look for in assessing whether or not an Internet resource is credible?

6. A researcher develops hypotheses that suggest consumers like ads better when they (1) are truthful, (2)creative, and (3) present relevant information. Picture the conceptual model that would show these relationships. Which variables are the independent and which the dependent variables?

7. What are relationships? What is a positive relation-ship? What is a negative relationship? Give an example of a positive and a negative relationship.

8. What is the difference between a parameter and a sample statistic?