Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 6

Assume that your school is interested in developing a marketing plan to boost sagging attendance at major athletic events. particularly home football games. As an initial step in developing the new marketing plan, the athletic department has decided that it needs demographic and lifestyle profiles of people who currently attend games on a regular (season-ticket) basis. Fortunately, the ticket office maintains a listing of all season-ticket purchasers (including names and addresses) from year to year. What potential sources of internal secondary data might the athletic department first investigate before considering the collection of primary data