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 andrecommend implementing the Web-basedcatalog as the firm’s market is clearlygrowing.
• B. Collect primary data to determine whetherthese trends and preferences are reflected inPriceless Treasures’ customer base.
• C. Collect primary data on competitors todetermine whether the electronic market forantique jewelry is saturated.
• D. End the study and retain the current systemas the major customer segment is clearly skepital of online retailers