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

Multiple Choice

The marketing manager at Massimino & 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.