Tony is planning to launch a new shampoo and is trying to decide what features and price would interest consumers. He sends a request for a proposal to four marketing research vendors, and three respond, as described in the table below.

Which vendor should Tony use? Explain your rationale for picking this vendor over the others.

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Vendor A The vendor that Tony has used in the past, it estimates it can get the job done for $200,000 and in two months. The vendor plans to do a telephone-based survey analysis and use secondary data. Vendor B Tony's key competitor has used this vendor, which claims that it can get the job done for $150,000 and in one month. This vendor plans to do a telephone-based survey analysis and use secondary data. During a discussion pertaining to its price and time estimates, the vendor indicates it will draw on insights it has learned from a recent report prepared for one of Tony's competitors. Vendor C This well-known vendor has recently started to focus on consumer packaged good clients. It quotes a price of $180,000 and a time of one month. The vendor plans to conduct a Web-based survey analysis and use secondary data.