George decided to open a health club. His girlfriend Lydia, a marketing manager at a small company,
tried to convince hime 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 centre about 15 kilometres from his home. Six months later, his
club has very few members and he was running our of cash.
List some ket types of primary and secondary data George could have collected before opening his
club that might have helped him to be more successful, keeping in mid his limited budget.