FIGURE 8-5
-A general rule of thumb among marketing researchers is to obtain __________ first and then collect __________.

Question

FIGURE 8-5 
-A general rule of thumb among marketing researchers is to obtain __________ first and then collect __________.

Quizplus · Accepted Answer

The general rule of thumb among marketing researchers is to obtain secondary data first and then collect primary data. Secondary data can provide a foundation of knowledge which helps in designing primary research. Primary data can be more expensive and time-consuming to collect, so it is important to leverage existing secondary data sources before launching primary research. Therefore, the best choice is D, which is secondary data first followed by primary data.

FIGURE 8-5 -A General Rule of Thumb Among Marketing Researchers Is to Researchers