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:

Warranty Liability

The legal obligation of a seller to ensure the goods or services sold meet certain quality and performance standards.

Dishonor

The refusal or inability to pay a bill of exchange or fulfill a financial obligation when due.

Presentment

The formal presentation of a financial instrument, such as a check, for payment.

Bankruptcy

A legal proceeding involving a person or business that is unable to repay their outstanding debts, leading to the disposition of assets to pay creditors.