Question

FedEx hired an ad agency to create advertising that would communicate the benefits of using its service. The agency wanted to collect information about consumers’ attitudes toward FedEx. Online and mail surveys were employed to gather the data. A total of 800,000 surveys were returned and moved into FedEx’s MKIS. This collection of survey data within the MkIS is called a(an) ____________ .

Answer 1

Answer:

The answer is: Primary data

Explanation:

Primary data is data collected by a company (or a research firm working for them) from first hand sources: e.g. surveys, interviews, polls, experiments.

The difference with secondary data is that it was collected specifically for the research project, which makes it more expensive also. While secondary is collected by someone else for another purpose or more general purposes like UN's or a university's research.