As Key Energy Services,Inc.planned its first marketing research project,its marketing director recommended it use primary data because:
A) this is information that is available free to all interested parties
B) their value is unrelated to sample size
C) they will fit the information Key Energy Services's needs exactly since they will be collected specifically for this study
D) they can be collected quickly and at a low cost
E) they will provide a benchmark for new secondary information

Question

Quizplus · Accepted Answer

The marketing director recommends using primary data because it will fit Key Energy Services' specific needs exactly since it will be collected specifically for this study. Therefore, option C is the correct choice. The other options are either incorrect or do not provide a valid reason for using primary data.