George decided to open a health club. His girlfriend Lydia, a marketing manager at a small company, tried to convince him to do some marketing research, but he said, "I know what I don't like about health clubs; that's all the information I need. Besides, I can't afford an expensive research project." He opened the club in a shopping center about 15 miles from his home. Six months later, his club had very few members and he was running out of cash. List some key types of primary and secondary data George could have collected before opening his club that might have helped him be more successful, keeping in mind his limited budget.
What will be an ideal response?
Answers will vary, but might include low-cost secondary data about the demographics of the area where he was considering opening his club-income, age, and so on. In addition, he needed to research his competition in the area. He could have looked for posts on Twitter and Facebook about his competitors, and perhaps also about health clubs in general, to find out whether or not his likes and dislikes seemed to be generally shared. George might have wanted to organize a couple of focus groups, if he could find people in the area who were part of his target market, and talk about their interest in health clubs and the features they'd like to see. All of these options are available at little or no cost.
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