Question

Armstrong is a well-known producer and seller of rose bushes. The company's marketing manager is interested in knowing what gardeners think about its new line of hardy miniature rose bushes. Armstrong wants to know if the majority of gardeners perceive roses as a high-maintenance plant. Which of the following is an example of primary data that Armstrong could use in this research project?
a. The survey data gathered for the new edition of the Reader’s Digest Gardening book.
b. Summaries of consumer purchases from a gardening catalog retailer.
c. A study of consumer complaints about their plant purchases from a large discount store.
d. Discussions among focus groups made up of small number of gardeners led by an interviewer.

Answer 1

Answer:

An example of primary data that Armstrong could use in this research project is:

d. Discussions among focus groups made up of small number of gardeners led by an interviewer.

Explanation:

Primary data is directly collected by the researcher.  It is the opposite of secondary data, which is data collected from primary sources and made available for use in a research.  Primary data is first-hand information collected during a research project.  Focusing on the discussions by gardeners will enable Armstrong to assess their perceptions about rose as a high-maintenance plant.