Future Business Leaders of America (FBLA) Entrepreneurship Practice Test

In marketing research, what kind of reports are not considered primary data sources?

1. Consumer interviews and surveys

2. Field experiments and observations

3. Census Reports

4. Case studies and expert testimonials

The correct answer is: Census Reports

Census reports are categorized as secondary data sources because they are compiled and published by governmental agencies or organizations for various purposes, including research and analysis of demographic information. These reports do not originate from original research conducted by the user; rather, they summarize, analyze, and present data collected from the population over time. In contrast, consumer interviews, surveys, field experiments, and observations are all methods of gathering original data directly related to the specific research needs of a business, thereby classifying them as primary data sources. Case studies and expert testimonials involve firsthand insights or evaluations based on primary data, making them also fall under the category of primary sources.