When gathering marketing intelligence, companies often use the 2000 U.S. census, which provides an in-depth look at the population swings, demographic groups, regional migrations, and changing family structure of 281+ million people. 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 use of the 2000 U.S. census is a government data source, so the step that is most closely associated with this illustration is taking advantage of government data sources. Option A is also a possible answer, as purchasing information from outside suppliers could include purchasing data from government sources, but B is a more specific and accurate answer. Options C, D, and E are not relevant to the given illustration.

When Gathering Marketing Intelligence, Companies Often Use the 2000 U