6%of U.S, adults per year who buy a new car are six times more likely to frequent fi such as MSN Money and Yahoo! inance than the average Web user nancial sites People who bought mid-sized pick-up trucks spent more time on sports Web sites m Women who purchase minivans and large SUVs also used Disney's online and game sites. When the needed data don't exist or are dated, inaccurate, incomplete, or unreliable the researcher will need to collect primary data Most marketing research projects do include some primary data collection RESEARCH APPROACHES Marketers collect primary data in five main ways: through obser vation, focus groups, surveys, behavioral data and experiments O b s e r v a t i o n a l R e s e a r c h Re scarchers can gather fresh data by observing the relevant actors and settings, unobtrusively ob serving as they shop or as they prod ucts sometimes they equip consumers with pagers and instruct them to write down what they're doing whenever prompted, or they ho informal interview sessions at a café or bar. Pho tographs can also provide a wealth of detailed information