Which of the following statements about data is correct?

The choice that describes data accurately is that it consists of raw facts and figures. This statement highlights the foundational aspect of data in the context of marketing research and other fields. Data is typically unprocessed and represents values, measurements, or observations that have yet to be interpreted or analyzed.

This definition is crucial because it establishes the distinction between data and information; while data is raw and unrefined, information is derived from data after it has been processed or interpreted. This clarity is essential in understanding how to handle, analyze, and derive insights from data effectively.

In contrast, the other statements lack accuracy or relevance when discussing the nature of data. For instance, data does not inherently possess meaning until it has been analyzed or contextualized. Additionally, the accuracy of data can vary; it is subject to various factors that can distort its correctness. Finally, data can indeed be measured, as measurement is a fundamental aspect of data collection and analysis in research.