Question 1
John is trying to determine if secondary research will add value ingiven situations or not. He lists the following five situations. Inwhich of these situations, secondary research is likely to be theleast helpful?
A. Use existing customer base to identify significantcharacteristics of potential customers
B. Determine the level of customer satisfaction with the company’snew product
C. Identify problems or requirements of specific customergroups
D. Provide internal support data for the company
Question 2
Which of the following is true about information gathering?
A. Customer knowledge information is feedback you obtain from yoursales representatives about customer behavior.
B. More data implies more analysis and thus delay in taking sounddecisions.
C. Blogs and online polls are used to collect customer knowledgeinformation.
D. Data from electronic customer councils are indicative of lesscustomer engagement.
Question 3
A literature review has all of the following objectives,EXCEPT:
A. provide background information about the current study.
B. test a study’s hypotheses using secondary data from reliablesources.
C. clarify thinking about the research problem.
D. help define important constructs of interest to the study.
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