What is the systematic and objective process used to develop reliable and valid firsthand information?

The scientific method is the correct answer because it represents a structured approach to investigation that emphasizes the importance of obtaining information through empirical evidence. This method involves a series of steps: formulating a hypothesis, conducting experiments or data collection, analyzing results, and drawing conclusions. This systematic process helps ensure that the information gathered is both reliable and valid.

Using the scientific method allows researchers to minimize bias and subjectivity, making the findings more trustworthy. This rigorous approach is foundational in fields such as marketing analysis and research, where understanding consumer behavior and market trends is crucial. By relying on a repeatable and verifiable process, researchers can produce credible insights that can inform business decisions.

Other options like secondary data refer to existing information gathered previously for different purposes, while situation analysis involves assessing the current context of a market or organization but lacks the systematic empirical approach of the scientific method. Conceptualization focuses on defining concepts and variables, which is an important step but not a standalone process for collecting firsthand data. Thus, the scientific method stands out as the best choice for developing reliable and valid firsthand information.