Observers of the Supermarket Industry See No Letup in the Use

Multiple Choice

Observers of the supermarket industry see no letup 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 Sav-More Supermarkets.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