Validating internet sources
This discussion is followed by an overview of the questions that should be asked when evaluating secondary sources and data in terms of their validity and accuracy.Thereafter, the principal internal and external sources of secondary data are described.You should carefully consider the source of information you find on the Internet and discuss that information with your health care provider.This fact sheet can help you decide whether the health information you find on the Internet or receive by e-mail is likely to be reliable.Similarly, statistics prepared by a ministry on agricultural production will prove useful to a whole host of people and organisations, including those marketing agricultural supplies.
It should not be forgotten that secondary data can play a substantial role in the exploratory phase of the research when the task at hand is to define the research problem and to generate hypotheses.
Sometimes primary data collection simply is not necessary.
It is far cheaper to collect secondary data than to obtain primary data.
For the same level of research budget a thorough examination of secondary sources can yield a great deal more information than can be had through a primary data collection exercise.
Secondary sources of information can yield more accurate data than that obtained through primary research.
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Chapter Objectives Structure Of The Chapter The nature of secondary sources of information The problems of secondary sources Sources of information Internal sources of secondary information External sources of secondary information The information super-highway Chapter Summary Key Terms Review Questions Chapter References Marketing information must be timely, organised, useful and in a simple form if it is to ease decision making.