________ data, or the facts and figures that have already been collected about the Coffee Collective prior to the research at hand, would include information relating to budgets, previous marketing activities, sales and customer communications.
Derived data
Internal primary data
External secondary data
External primary data
2.
If Martha wants to determine whether or not she should offer open mic night at the Coffee Collective as part of the coffee experience, this would be an example of her ____________.
establishing parameters
creating a plan
testing marketing actions
collecting information
defining the problem
3.
Which of the following would allow Gabbie the most flexibility in asking probing questions about why customers would want an open mic night?
Online surveys
Mail surveys
Personal interviews
Social media audits
Experiments
4.
Instead of using survey information, Martha decides she would rather use ________ to find hidden information within her customer relationship management database to find links between spending habits and which types of entertainment should be marketed by the Coffee Collective.
external data
buying inquiries
rebuy model statistics
indirect data purchases
data mining
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