MKTG 3101 Lecture Notes - Lecture 3: Google Trends, Netflix, Iams
Document Summary
Secondary: collected for some other purpose that is subsequently used in research. Primary: originated from the researcher and collected to provide relevant information to a specific project. For example, this is just a subset of the questions used in the survey. Netflix might have had 10, 15, 20 more questions including specific questions about netflix, their demographic information such as age and gender, and maybe general television viewing habits. These insights might be informative, but they only allow us to make correlational assessments. What this means is that we can see when one thing changes, another thing is statistically likely to change as well. If you were to collect data about the amount of ice cream eaten and the number of drownings, you could, in theory, use correlation to suggest that ice cream consumption leads to drowning. However (hopefully) it"s very, very clear that there is a third factor driving both of these.
