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

Vendor A	Vendor B	Vendor C
Tony’s company has used this vendor in the past. It estimates it can complete the job for $200,000 and in two months. The vendor plans to do a telephone-based survey analysis and use secondary data.	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 about to its price and time estimates, the vendor indicates it will draw on insights it has learned from a recent report prepared for a competitor.	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.

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