secondary data


  • what is a literature review ? 
    •  it is a comprehensive examination of available information that is related to your research topic 
  • can help clarify and define the research problem and research questions can suggest research hypothesis to investigate 
  • can identify scales 
  • secondary data: nature, scope and role 
  • secondary data: data not gathered for the immediate study at hand but for some other purpose 
  • internal secondary data: 
  • criteria used to evaluate secondary data sources 
    • purpose 
    • accuracy 
    • consistency 
    • credibility 
    • methodology 
    • bias 
  • commercial sources 
  • syndicated data 
    • market research data that is collected, packaged, and sold to many different firms 
  • consumer panels 
    • large samples of households that have agreed to provide detailed data on purchasing behavior 
  • media panels 
    • large samples of households that have agreed to provide detailed data on media consumption 
  • commercial sources 
  • store audits 
  • formal examination and verification of how a particular product or brand has been sold at the retail level 
  • scholarly sources 
    • you can go to google scholar and search for publications 
    • these publications tend to contain more technical 
    • synthesized secondary research for literature review 
  • divergent perspectives and findings need to be included 
  • differences between findings of studies include estimates of descriptive data 
  • developing a conceptual model 
  • variable - an observable item that is used as a measure on a questionnaire 
  • construct - an unobservable concept that is measured by a group of related variables: 
  • happiness, job satisfaction etc.
  • relationships 
    • associates between two or more variables 
  • independent variable - the variable or construct that predicts or explains the outcome variable of interest 
  • dependent variable - the variable or construct that [predicts or explains the outcome 
  • developing hypothesis and drawing conceptual models 
  • two types of hypothesis 
    • descriptive hypothesis - possible answers to specific applied research problem 
    • ex: foot traffic is down in a cafe 
    • its development involves: reviewing the research 
    • casual hypothesis
    • hypothesis: an empirically testable, yet unproven statement 
    • null hypothesis - a statistical hypothesis that is tested for possible rejection under the assumption that it is true 
    • alternative hypothesis - the hypothesis contrary to null hypothesis, it usually suggests that two variables are related - there is a relationship 

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