Which term describes gathering new information directly from customers through field research?

Which term describes gathering new information directly from customers through field research?

• A. Secondary (Desk) Research
• B. Market Segmentation
• C. Primary (Field) Research
• D. The Marketing Mix

Answer: (C)

Gathering new information directly from customers through field research is known as primary (field) research. It means you collect original data specifically for the question you’re trying to answer, rather than using data someone else has already gathered. Methods include surveys, interviews, focus groups, observations, and experiments carried out in real-world settings. This is different from secondary (desk) research, which uses data that already exists, such as reports, articles, or company records. Market segmentation is the process of splitting customers into groups to tailor approaches, not how data is collected. The Marketing Mix is the set of tools used to market a product and doesn’t describe the data collection itself. So the best term for gathering new information directly from customers is primary (field) research.

Gathering new information directly from customers through field research is known as primary (field) research. It means you collect original data specifically for the question you’re trying to answer, rather than using data someone else has already gathered. Methods include surveys, interviews, focus groups, observations, and experiments carried out in real-world settings. This is different from secondary (desk) research, which uses data that already exists, such as reports, articles, or company records. Market segmentation is the process of splitting customers into groups to tailor approaches, not how data is collected. The Marketing Mix is the set of tools used to market a product and doesn’t describe the data collection itself. So the best term for gathering new information directly from customers is primary (field) research.