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• Complete Making Research Decisions, 5, page 315.

In this type of rating scale it leaves great questions to exactly if the customer really liked the product. In a rating scale there is no comparable to anything else and it is just a decision based on the answers the customer could possibly answer. It is not like a customer could say I strongly agree that the Coke was good but it is not as good as Sprite. This type of scale leaves no room for any other judgments.

• Complete Terms in Review, 1- 3, page 123.

How do each of these five evaluation factors for a secondary source influences its management decision making value.

A. Purpose – the explict or hidden agenda

B. Scope- the breadth and depth of topic coverage , including time period

C. Authority- the level of the data

D. Audience the charaterics and background of the opeople or groups of whom the source was created..

E. Format- how the information is presented and the degree of ease of locating specific info.

2. Distinctions between primary , secondary and tertiary sources in secondary search

Teritary Sources can be interpretations of a secondary source but generally are represented by indexes, bibliographies and other finding aides. The primary sources have more value than secondary sources and secondary sources have more value than tertiary sources. The primary sources are the original sources of data or the raw material and the secondary sources are interpretations of the primary data.

3. What problems of secondary data quality must researchers face? How can they deal with them?

Because it is actually just the interpretation of the primary source so it can vary depending on the interpretation.

• On companion website

• Read the case study, State Farm: Dangerous Intersections. Answer questions 1 through 5. (This case can be downloaded from the text book web site,...