A marketing executive is reviewing trade periodicals, reports from Statistics Canada, and research studies commissioned by the organization over the last five years to better understand the problem the company faces. What stage of the marketing research process is this?
A) primary research
B) exploratory research
C) data processing
D) problem refinement
E) data analysis and interpretation

Question

Quizplus · Accepted Answer

The marketing executive is gathering existing information to gain a deeper understanding of the problem, which is characteristic of exploratory research.

A Marketing Executive Is Reviewing Trade Periodicals, Reports from Statistics