Which term describes gathering new information through fieldwork such as surveys and questionnaires?

• A. Primary (Field) Research
• B. Secondary (Desk) Research
• C. Market Segmentation
• D. The Marketing Mix

Answer: (A)

Collecting new information firsthand by talking to people and using tools like surveys and questionnaires is the process being described. This is primary (field) research, because you’re gathering original data specifically for your study rather than using information that someone else has already published.

Secondary (desk) research, by contrast, uses data that already exists from other sources such as reports, articles, and databases. The other terms don’t fit because market segmentation is about dividing a market into groups to target effectively, and the marketing mix refers to the combination of product, price, place, and promotion used to market a product. So the best description for gathering new information through fieldwork is primary (field) research.