Saks Fifth Avenue wants to learn about its consumers' attitudes toward online purchases. There are numerous studies that are available about consumers and online buying, but Saks believes its customers might be different from the usual online consumer profile, so they decide to conduct their own study. If Saks were to use the available data about consumer attitudes, it would be using ___ data; however, if Saks does its own study it would collect ______ data.
A) descriptive; primary
B) experimental; descriptive
C) secondary; primary
D) primary; secondary
E) secondary; descriptive

Question

Quizplus · Accepted Answer

Saks already has access to existing studies about consumer attitudes towards online purchases, so this would be considered secondary data. However, if Saks conducts its own study to learn specifically about its own customers' attitudes and behaviors, this would be considered primary data. Choice C correctly identifies this distinction between secondary and primary data.

Saks Fifth Avenue Wants to Learn About Its Consumers' Attitudes