Paper 2 · Market Research
Which of the following is a source of secondary research data?
AA questionnaire completed by shoppers outside the enterprise's shop
BA focus group discussion held with ten of the regular customers
CGovernment statistics on household spending published last year
DA test market run in one town before a full national launch
Explanation: Secondary data already exists because someone else collected it, and published government statistics are a classic example. Questionnaires, focus groups and test marketing all generate new information for the enterprise's own purpose, so they are primary or field research.
Derived from ZIMSEC Business Enterprise Skills Paper 2, Nov 2021, Q2