Future Business Leaders of America (FBLA) Entrepreneurship Practice Test

Which of the following is considered not a source of primary data in marketing research?

1. Surveys and interviews with potential customers

2. Census Reports

3. Focus groups conducted on new products

4. Observations of customer behavior

The correct answer is: Census Reports

Census reports are categorized as secondary data rather than primary data in marketing research. Primary data is collected firsthand for a specific research purpose, and it typically includes information gathered through methodologies like surveys, interviews, focus groups, and direct observations. These methods focus on gathering original data that has not been previously collected or analyzed. On the other hand, census reports compile data that has already been collected and processed by governmental or other organizations. They provide useful statistical insights but do not involve direct engagement with respondents or a specific research question from the researcher’s perspective. Therefore, while valuable for market analysis and context, census reports do not fit the definition of primary data that is collected to address specific research objectives.