The marketing manager at Massimino and McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?
A) Looking through the company's marketing information system to see past sales trends.
B) Reviewing videotapes of a recent focus group.
C) Making phone calls to some of the best customers to learn their interest in a new line of clothing.
D) Spending time in stores observing customers' behavior.
E) Looking through the results of an online customer satisfaction survey.

Question

Quizplus · Accepted Answer

Secondary data refers to information that has already been collected for some other purpose but can be used for the current research. In this case, looking through the company's marketing information system to see past sales trends involves analyzing data that has already been collected, making it a secondary data source.

The Marketing Manager at Massimino and McCarthy, a Chain of Retail