When a Marketing Researcher Uses a Collection of Reports, Customer

question 84

Multiple Choice

When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments' archives within her firm to make marketing decisions today, she is using

• A) internal secondary data.
• B) primary data.
• C) external secondary data.
• D) sensitivity analysis.
• E) probability data.

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Definitions:

Artificial Intelligence

The simulation of human intelligence processes by machines, particularly computer systems, including learning, reasoning, and self-correction.

Data Mart

A subset of a data warehouse, focused on a specific business line or team, that facilitates access to data to support decision-making processes.

Exception Report

A report generated by a management information system that shows conditions that are unusual or that need attention by system users.

Time-variant Data

Information that changes over time, requiring time-specific handling or analysis.