Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill

Exercise 1

In each of the following situations, would primary or secondary data be more available and applicable Why
a. The makers of Kool Aid sugar-free flavored drink mixes need information about sales trends in different regions of the United States.
b. The makers of Kool Aid sugar-free flavored drink mixes need information about potential market demand for a new type of plastic container.
c. The manufacturer of Mercury-Marine outboard motors wants to determine the profitability of its different product lines.
d. A company wants to identify the amount of time spent on hold by consumers on a toll-free, customer-service assistance telephone line.
e. A company that has installed a new telephone system wants to determine the influence of time spent on hold on customer satisfaction.