Whenever available, marketers should rely exclusively on primary data because it is much more accurate than secondary data.

Question

Quizplus · Accepted Answer

When doing research, marketers must be aware of the trade-off between information needs and the cost. Marketers can reduce costs by looking for relevant secondary data before gathering primary data. Since secondary data has already been published, it is available without the additional effort and expense needed to obtain primary data.

Whenever Available, Marketers Should Rely Exclusively on Primary Data Because