MGMC01H3 Study Guide - Quiz Guide: Secondary Source

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Published on 29 Mar 2015
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Alyssa Karpouzis Blue Mountain Resorts 999120179
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. The management
is uncertain as to whether or not this type of program would be successful so they chose to
question people that were skiing there during the day and ask them what they thought about
being 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. The market researchers could also look into other ski resorts that have
night skiing within Ontario and see whether or not a lot of people choose to ski at night. The
market researchers could find the secondary data in both primary and secondary sources however
primary sources are much more reliable since it is all the raw data. The problem that the
secondary sources have is that there could be some bias it is created based on primary data.
Hence, when using the secondary sources, the market researcher should look to see why the
secondary source was made and see what the intended purpose was. For example, if the purpose
that it was created was to show an increase in business value, then most probably the creator was
biased and was trying to find data to support why business value has increased. Hence,
researchers should be very cautious about secondary sources and should rely mostly on primary
sources if they are able to do so. Also, when Blue Mountain Resort is trying to figure out the best
way to market themselves, they should use standardized marketing information services to help
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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.

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