What is considered primary data in marketing research?

Primary data in marketing research refers to original data that is collected directly by the researcher for a specific purpose or project. This type of data is gathered firsthand through various methods such as surveys, interviews, focus groups, and observations, tailored to the specific research objectives.

In this context, the information collected from your company's focus group and a survey is a prime example of primary data. It is actively generated by the company to gain insights on a specific issue or topic, reflecting the current attitudes, behaviors, or opinions of the target market. This data is unique and specific to the company's research objectives, making it a valuable resource for informing marketing strategies.

The other options provided represent secondary data. Information from existing professional journal articles, demographic data from government sources, and reviews and feedback collected from previous customers all fall into this category, as they consist of previously collected data or published information that is utilized for analysis rather than being collected for the specific research at hand.