In the mid$-2000$s$,$ McDonald$$s initiated marketing research to understand why sales were down and why consumers had begun to develop strong negative attitudes to the brand.

In trying to understand their problem, McDonald$$s may have consulted ACSI scores $($the American Customer Satisfaction Index$),$ which showed that consumers were not as satisfied with McDonald$$s as they were with Wendy$$s$,$ their competitor. In marketing research, $\_\_\_\_\_\_\_\_\_\_\_$ data, such as the ACSI scores, are types of information that have already been collected from other sources and are usually readily available sometimes for a fee but often free to the user.

Multiple Choice

free, primary

free, secondary

free, exploratory

free, internal