Question: What value lies in data? Why would a researcher use data like statistics, public opinion surveys, market research, or whole datasets?
Answer: Data can be very persuasive. It can help you support a claim with facts, see the big picture, and test your own hypothesis. It can also help identify trends and patterns of behavior, action, or inaction. Keep in mind, though: data quality is dependent upon where it came from, who collected it, how it was collected, and the age of the data.
Need to find hard numbers? Use the following databases to find statistics on a variety of topics across time.
Need to find public opinion polls? Use the following databases to find polling data on a variety of topics across time.
Additional directions for using and interpreting MRI+ Mediamark Reports: