Which type of data should be used to form a situation analysis?

The correct choice is secondary data, which plays a crucial role in forming a comprehensive situation analysis. Secondary data refers to information that has already been collected, compiled, and published by others. This type of data includes industry reports, academic research, government publications, and market research studies.

Using secondary data is valuable for situation analysis because it provides a wealth of insights without the time and resources required for collecting new data. It allows marketers to understand market trends, competitive dynamics, customer behaviors, and external factors that could impact their strategy. Moreover, it helps in benchmarking against competitors and identifying opportunities and threats in the market context.

The other types of data, while useful in certain contexts, do not serve as effectively for a situation analysis. Primary data is collected directly by the researcher and can be specific to current needs, but it consumes significant resources and time. Quantitative data, on its own, may not provide the contextual understanding required for a thorough analysis. Experimental data is focused on testing hypotheses under controlled conditions, which is not typically aligned with the broad situational overview sought in a situation analysis.