In a short essay, list and discuss at least five specific criteria that are essential for evaluating secondary data

What will be an ideal response?

a. Specifications: Methodology used to collect the data - the research design specifications should be critically examined to identify possible sources of bias. Factors such as the size and nature of the sample, response rate and quality, questionnaire design and administration, procedures used for fieldwork, and data analysis and reporting procedures are all important in identifying potential error as well as relevance of the data.
b. Error: Accuracy of the data - both secondary and primary data can have errors, stemming from the research approach, research design, sampling, data collection, analysis, and reporting stages of the project. Moreover, it is difficult to evaluate the accuracy of secondary data when the researcher has not directly participated in the research. The further removed the inquiring research is from the originating data source, the greater the possibility of problems with accuracy.
c. Currency: When the data were collected - secondary data may not be current. There may be a time lag between data collection and publication, as is the case with census data. Additionally, the data may not be updated frequently enough to answer questions related to the problem at hand. Marketing research requires current data; therefore, the value of secondary data is diminished as they become dated.
d. Objective: The purpose for the study - understanding why secondary data were originally collected can sensitize the researcher to the limitations of using them for the current marketing problem. The originating purpose of a previous research study may be irrelevant to the research problem at hand.
e. Nature: The content of the data - the nature, or content, of the data should be examined with special attention to the definition of key variables, the units of measurement, categories used, and the relationships examined. One of the most frustrating limitations of secondary data comes from differences in definition, units of measurement, time frame examined, or questionable assumptions regarding the relationships of key variables.
f. Dependability: Overall, how dependable are the data? - an overall indication of the dependability of the data may be obtained by examining the expertise, credibility, reputation, and trustworthiness of the source. This information can be obtained by checking with others who have used information this source provides.