Terry Petch is launching a new brand of Beer called The Sour Seed into the Ontario market. It is a crowded field in the craft beer category, but it is made with Crabapples and there is no other product that has this tart (sour) but sweeter taste profile in the market. He is launching this in a 473ml size can in this market segment ranges from $2.25 to $3.50.

He has just hired you as the new brand manager and he wants your help in answering the following questions

Market Research Terry is trying to figure out who is his target consumer and wants to do some market research to determine who is the optimal consumer to go after?

Q) You want to tell him he can look at both primary and secondary data sources. First tell Terry the key differences between these two data sources.

Q) Second, explain to him specifically what would be two advantages and two disadvantages each for primary and secondary data sources in helping define his target consumer.