Mark runs a home improvement business. He is happy with the level of business he receives, but he wants to learn more about his
customers, so he studies information compiled by the U.S. census bureau and other government agencies, databases created by marketing research firms, and sales and other internal reports. What kind of data is Mark using in this scenario
Secondary data is defined as the data that is collected by the other people other than the end users of it.
In the case, Mark is the end users. And the data is of U.S census bureau, other governments agencies, database, however, is not collected by Mark but by marketing research firms and different reports instead.
So that, in this case, Mark is using secondary data.
The firm is practicing mass marketing because it has a strategy that is trying to sell the product on a large scale ignoring market segments and not trying to know its customers to be able to understand what they expect and like that target them in a more effective way.
