Scenario 5-3 Observers of the Supermarket Industry See No Let-Up in the in the Use

Scenario 5-3
Observers of the supermarket industry see no let-up in the use of checkout counter-based target marketing. Sav-More supermarkets have installed an electronic marketing system in their stores. The system allows the stores to do more direct mail promotions by combining the current Sav-More's cheque-cashing cards with the new Sav-More's Bonus Club frequent-shopper cards. The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases. As with most customer databases, demographic information is gathered for subsequent offers to frequent-shopper club members, and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases. Generally, marketing to these consumers achieves better results than free-standing insert (FSI) coupons and flyers.
-Refer to the scenario. Al Edisto, Sav-More's frozen-food manager, noticed sales of orange juice have fallen, and he wanted to set up a marketing research project to determine possible reasons for the decline. He first studied the data from the database system discussed above. What are these data called?

A) primary
B) single source
C) secondary
D) conventional