MGMC01H3 Study Guide - Quiz Guide: Secondary Source
Document Summary
In this case, blue mountain resorts needs to figure out whether or not they should invest money to create a night skiing facility where consumers would be able to ski at night. After obtaining this information, management was unsure as to whether or not this information is reliable in making the decision. What the market researchers should first do is start off with using information that is already available to them called secondary data which are pre-existing statistics. Using secondary data will decrease both the time and cost of market research. One way they could do this is by looking at the statistics and seeing how many people stay until the time that the ski resort closes. That information would show the amount of people that potentially would want to stay at the ski part for an even later time then the closing of the park.
