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    Marketing information gathering

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    As the manager of a sporting goods store in a suburb of a large city, you are interested in developing a plan to better allocate floor space to maximize profits. You currently collect data that may help in your decision in the regular course of doing business. You would like to extract that data to help in your decision.

    a) Is this a systems approach or project approach to marketing information gathering? Explain. Is this data secondary or primary data? Explain.
    b) Name two reports that may contain appropriate data.
    c) Will this information assist the manager in specific inventory levels and space allocation? How?

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    Solution Preview

    This is a project approach because it is focusing on a particular issue, ie, maximizing profits via better allocation of floor space to different products. This is secondary data because the manager is analyzing the existing data ...

    Solution Summary

    The solution discusses project approach to marketing information gathering and describes secondary data.