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Priceless Treasures is an antique jewelry retailer. Priceless Treasures' owner, Sally Thornton, wishes to replace theprinted catalog with an online catalog.Ms. Thornton decides to conduct a market research project to explore how Priceless Treasures' target customers would respond to the online catalog approach.32. From data collected by the retail jewelers' trade association, Ms. Thornton learns that sales of antique jewelry are rising and that the most common purchasers are older, upper-income couples. Though initially reluctant to purchase online, these customers are beginning to overcome their concerns. From United States Census Bureau data, she learns that this population segment is growing in number and will continue to do so throughout the next two decades. At this point what should Ms. Thornton do?(A) Summarize the research findings and recommend implementing the online catalog as the firm's market is clearly growing.(B) Collect primary data to determine whether these trends and preferences are reflected in Priceless Treasures' customer base.(C) Collect primary data on competitors to determine whether the online market for antique jewelry is saturated.(D) End the study and retain the current system as the major customer segment is clearly skeptical of online retailers.

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