In the marketing research process, firms often gather and analyze secondary data rather than primary data because secondary data A.

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In the marketing research process, firms often gather and analyze secondary data rather thanprimary data because secondary data

  • A.is more readily available and less expensive to collect than primary data
  • B.provides more detailed information about consumer preferences than does primary data
  • C.is easier to analyze than primary data
  • D.is limited to internal sources, while primary data includes external sources as well
  • E.can be more readily adapted to individual needs

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