What is the distinction between primary and secondary data? when is primary data needed?p155 2. [slightly longer question]: briefly define each of the following types of data: demographic, attitudes, psychographics, intentions, knowledge, motivations and behaviors. p156- 9 3. for your project, use at least two of these characteristics (from the previous question) to classify some your items. depends on your specific questions 4. what is the distinction between communication and observation methods of data collection? what are the advantages/disadvantages of each?p159-160 5. what is meant by the term survey methods? briefly define three such methods.

Ascientist successfully predicts the outcome of an experiment. you watch carefully and know he didn't cheat. the scientist's success shows that: a) the scientist knows absolute truth about this experiment; success is not possible unless you know the truthb) the scientist was just lucky; no one ever knows what's going on, so successful predictions require luckc) the scientist may know the truth, or at least know something that is close to the truth, or the scientist may have gotten lucky this time; you can't be absolutely sured) the scientist really was cheating, even though you didn't see the cheating; no one can get things right, except by cheatinge) the scientist spent the night at a particular hotel chain and go a free breakfast, giving the scientist the ability to do amazing things