BUS502: Strategic Marketing

Watch this video about evaluating secondary data and research. Examples demonstrate how to assess the quality and usefulness of secondary data using 2 of 5 guiding questions. It is important to assess marketing research data carefully for validity and usefulness while avoiding any potential biases or other concerns. Take note of the five guiding questions for evaluating the quality of secondary data summarized near the beginning of the video. We will cover the remaining guiding questions in the next video. What initial criteria would you use to assess secondary data and why?