When gathering marketing intelligence, companies often use the US census, which provides an in-depth look at the population swings, demographic groups, regional migrations, and changing family structure of the more than 281 million people living in the United States. Which of the following steps to improve the quality of a company marketing intelligence system would be most closely associated with this illustration?
A) A company can purchase information from outside suppliers.
B) A company can take advantage of government data sources.
C) A company can use online customer feedback systems to collect data.
D) A company can network externally.
E) A company can use its sales force to collect and report data.

Question

Quizplus · Accepted Answer

The illustration explicitly mentions the use of the US census, which is a government data source, to gather marketing intelligence. Therefore, taking advantage of government data sources would be the most closely associated step with this illustration.

When Gathering Marketing Intelligence, Companies Often Use the US Census