Which of the following is a major disadvantage associated with the collection of primary data in the course of marketing research?
A. It provides the most recent data possible.
B. It is typically expensive.
C. It allows for secrecy from competitors.
D. It fits the firm's marketing needs well.
E. Data collection is rapid.
Answer: (B) Primary data, while costly to acquire, does have a number of big pluses, including the provision of fresh market information (A), providing a level of secrecy from competitors' prying eyes (C), fitting the company's marketing needs snugly (D), and rapid information acquisition. Taken together, the considerable advantages of collecting primary data need to be weighed against the initial high acquisition cost.