Your assistant wants to use secondary data exclusively for the current marketing research project. You advise him that the use of secondary data has some potential problems. Which of the following is NOT one of them?

A) It may not exist.

B) It may not be relevant.

C) It may not be impartial.

D) It is generally more expensive to obtain than primary data.

E) It may not be current.

D) It is generally more expensive to obtain than primary data.

Explanation:

A) It may not exist.

Problem. Primary data may not yet be available due to its sensitivity of the primary data.

B) It may not be relevant

Problem. Published data may not be applicable to your region. For example published data for Asia might not be applicable to Africa.

C) It may not be impartial.

Problem. Primary data used to create the secondary data might not treated all rivals equally.

D) It is generally more expensive to obtain than primary data.

Not a problem. Secondary data is not expensive as compared to primary data.

E) It may not be current.

Problem. Primary data collected might be out of date thus can not be used recent decisions as many things would have changed.