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, decided the best way to determine what is causing the drop in orange juice sales was to conduct a survey among shoppers in the frozen-food section of Sav-More. What is the term for the data Edisto collected?

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