Gemima is conducting research to find out about product usage and perceptions of price among members of the public - HSC - SSCE Business Studies - Question 8 - 2004 - Paper 1

Gemima is conducting a survey in a shopping mall, which involves directly interacting with individuals to gather their opinions on product usage and price perceptions. This method aligns with the collection of primary data, as it involves obtaining first-hand information through direct responses. Therefore, the correct answer is (B) Collecting primary data.