In Northtown, there is a multiscreen cinema, mainly showing popular films. Lopez is the manager of a new cinema about to open in the town. He wants to know the popularity of films with different certificates.
Should Lopez use primary or secondary data to gather this information?
Tick a box and give a reason for your answer.

There are valid arguments for both, but primary data is arguably better for his specific purpose. **Argument for Primary Data:** Lopez needs to know the preferences of the potential customers for *his new cinema in Northtown*. National data (secondary data) on film popularity might not reflect the specific demographic and tastes of the local population. For example, Northtown might have a large student population or a large population of families with young children, which would affect film preferences. By conducting his own research, such as a survey of local residents (primary data), he can gather information that is directly relevant to his business needs. **Argument for Secondary Data:** Collecting primary data can be time-consuming and expensive. Using existing data on film popularity from the existing cinema in town or national box office figures (secondary data) would be much quicker and cheaper. It could provide a good general starting point, even if it's not perfectly tailored.