• What are secondary data?
  1. Ordinal data
  2. Unimportant data
  3. Data originally collected for some other purpose
  4. Data not directly related to your research question

• Which of the following is NOT a criterion of overall suitability of secondary data?

1. Face validity
2. Measurement validity
3. Coverage
4. Unmeasured variables

• Which of these is NOT a good way of assessing the reliability and validity of secondary data sources?

1. 1. Looking for publications based on the data
   2. Looking to see if the data is from a well-known source
   3. Checking for an email address to make further enquiries
   4. Trusting an organisation's name that sounds academic

• If a market researcher is administering a questionnaire to study consumer perceptions of different laundry detergents, the research is collecting _____

1. primary data
2. secondary data
3. compiled data
4. tertiary data

• How might a newspaper article affect your understanding of the secondary data reported in it?

1. All of the above
2. It may present findings selectively
3. The report may be biased by the writer's agenda
4. It may emphasize some points over others

• Which of the following is NOT an example of documentary data?

1. Industry statistics
2. Organizations' websites
3. Company reports
4. Video recordings

• Which kind of secondary data are "industry statistics"?

1. Documentary, written materials
2. Multiple sources based
3. Ad hoc surveys
4. Census

• Which of these is a question you should ask yourself when evaluating a secondary data set?

1. All of the above
2. Is the method clearly described?
3. Who commissioned the research?
4. Who was responsible for gathering the data?

• What is "raw" secondary data?

1. A summary of the key findings from a data set
2. Data on a sensitive topic
3. The actual data produced by a study
4. Data which was not collected rigorously

• Which of these is a disadvantage of secondary data?

1. Addresses the topic differently
2. Fast to obtain
3. It already exists
4. Inexpensive