Differentiating Between Primary and Secondary Data at Bubba's Burritos This activity is important because marketing managers must use market research data to inform their decisions. Without context, data do not offer much insight into problems or opportunities. Rather, marketing researchers must format, structure, and arrange the data into information that helps them explain a given phenomenon or define relationships between variables. The goal of this exercise is to demonstrate your understanding of the two different types of data: primary data and secondary data. Read the case below and match each research document to the type of data it represents. A national chain of burrito shops, Bubba's Burritos, would like to increase each shop's profit margins. Managers are considering several different options for raising profits, and they have conducted a great deal of marketing research about the different opportunities that the market offers. The following are four different types of research documents that the CEO of Bubba's Burritos has gathered to help him understand the strengths and weaknesses of each option he is considering: The marketing director of Bubba's Burritos has conducted focus groups with customers to get their reactions to expanding the menu beyond burritos into other Mexican-style foods, such as tacos and enchiladas. The CEO is reading a summary of those focus groups. The CEO has hired a marketing research firm to conduct a survey of the people who eat at Bubba's Burritos. The marketing research firm has gathered data about the market's response to the idea of the restaurants serving not only lunch and dinner, but also breakfast. The CEO is reading the report of survey results prepared by the marketing research firm. In looking for ideas that will help him expand the business, the CEO searches academic databases, such as JSTOR and Academic Search Complete, to research how other fast-food restaurants, such as McDonald's and Taco Bell, have continued to increase their profitability over the last decade. He has twelve academic articles on his desk, and he plans to read all of them. The CEO wants to know the most popular ingredients in the current menu. He searches sales and supply records and determines that the company uses more tortillas, tomatoes, lettuce, cheese, and sour cream, and sells more products containing these ingredients, than any other. He wants to show these sales and supply records to his menu development manager and ask her to develop new menu items that use the restaurant's most popular ingredients. 1. focus group summaries (Click to select) *Untitled-... File Edit Format View Help Dropdown selections are: 2. report of survey results (Click to select) 3.12 academic articles (Click to select) Secondary Data or Primary data 4. sales and supply records (Click to select) Windows (CRLF) UTF-8