A market researcher wants to know what improvements to make to restrooms in an upcoming redesign for a potential model aircraft. The researcher discovered a number of reports generated from customer complaints. Which of the following best describes the data?
A) Secondary data provided primary research alternatives
B) Secondary data may actually provide a solution to the problem
C) Secondary data may help to clarify the problem
D) Secondary data may alert the marketing research to potential problems or difficulties
E) a and b
F) c and d
G) None of the above

Question

Quizplus · Accepted Answer

Secondary data in the form of customer complaints can help to clarify the problem by providing specific details about what customers are dissatisfied with. It can also alert the marketing research team to potential problems or difficulties that may need to be addressed. However, it may not necessarily provide a solution to the problem, and it may not always be a primary research alternative. Therefore, the best choice is F, which combines the elements of both C and D.

A Market Researcher Wants to Know What Improvements to Make