Paper 2 · Market Research
Which of the following is an example of primary market research?
AInterviewing shoppers about the packaging of a new drink
BReading a trade journal article on soft drink sales
CStudying government statistics on household incomes
DUsing a rival's published accounts to estimate its sales
Explanation: Primary or field research is new, first-hand data the enterprise gathers itself for its own purpose, and interviewing shoppers does exactly that. Trade journals, government statistics and a rival's published accounts all existed before the enterprise asked its question, so they are secondary sources.
Derived from ZIMSEC Business Enterprise Skills Paper 2, Nov 2020, Q5