Secondary Analysis and Official Statistics

Week 2 Forum - Secondary Analysis and Official Statistics
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Secondary Data Analysis
The article by Bottomley and Holden (2001) uses secondary data analysis to delve into the evaluation of brand extensions by consumers. The authors adopt a secondary data analysis approach by utilizing a comprehensive dataset that includes the original study's data and data from seven replications conducted globally. This approach enables them to analyze a larger pool of data from multiple studies, exploring how consumers evaluate brand extensions across different contexts. Instead of conducting new experiments, the researchers focused on synthesizing and analyzing data already collected for various purposes.
The role of secondary data analysis in this study holds specific contributions. Firstly, it facilitates empirical generalizations by amalgamating data from the original study and various replications, allowing for broader conclusions regarding consumer evaluation of brand extensions. In this vein, the approach bolsters the findings' reliability by accounting for diverse cultural and market contexts. Secondly, the authors employ secondary data analysis to assess the consistency and robustness of Aaker ...