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Q: Why might a marketing researcher prefer to use secondary data rather than primary data in a study?
A: If the researcher is looking for a marketing trend or change over a long period secondary data might provide valuable information
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User: Why might the reverse be true?

User: Why might a marketing researcher prefer to use secondary data rather than primary data in a study?

Weegy: If the researcher is looking for a marketing trend or change over a long period secondary data might provide valuable information
shifa saleheen|Points 9645|

User: Why might a marketing researcher prefer to use secondary data rather than primary data in a study? Why might the reverse be true?





Weegy: A marketing researcher can gather secondary data, primary data, or both. Primary data consists of information collected for the specific purpose at hand. [ Secondary data consists of information that already exists somewhere, having been collected for another purpose. Sources of secondary data include internal sources such as profit and loss statements, balance sheets, sales figures, and inventory records; and external sources such as government publications, periodicals, books, and commercial data. Primary data collection requires more extensive research, more time, and more money. Secondary sources can sometimes provide information that is not directly available or would be too expensive to collect. Secondary data also present problems. The needed information may not exist. Researchers can rarely obtain all the data they need from secondary sources. The researcher must evaluate secondary information carefully to make certain of its relevance (fits research project needs), accuracy (reliably collected and reported), currency (up to date enough for current decisions), and impartiality (objectively collected and reported). Researchers must also understand how secondary sources define basic terms and concepts, as different sources often use the same terms but mean slightly different things, or they attempt to measure the same thing but go about it in different ways. Either way, the result can be that statistics found in secondary sources may not be as accurate or as relevant as they appear on the surface. ]
Expert answered|thebeast532|Points 41|

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Asked 5/5/2012 7:10:21 PM
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