A marketing manager is considering a new advertising campaign for Guzzle Beverages. She purchases six months of scanner data for Cruncheez Snack Foods, a company that recently ran a similar campaign. She wants to use this information to determine the campaign's effectiveness before implementing it for Guzzle. In this case, the marketing manager is using ________ to collect the needed information for research.

Question

Quizplus · Accepted Answer

The marketing manager is using scanner data purchased from another company to collect information, which is a type of secondary data. Mechanical observation refers to collecting data through machines, unstructured interviews involve open-ended questioning, observational data involves observing behaviors, and behavioral data is a type of primary data collected through surveys or experiments.

A Marketing Manager Is Considering a New Advertising Campaign for Guzzle