Searching the Internet, reviewing secondary data, and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:
A) use a decision support system.
B) perform a situation analysis.
C) perform a focus group interview.
D) join a market research online community (MROC).
E) interpret data.

Question

Quizplus · Accepted Answer

Searching the Internet, reviewing secondary data, and monitoring "chatter" on the web are all methods that can be used to perform a situation analysis, which is an assessment of a company's internal and external environment. This helps marketers to understand the context in which they are operating and make informed decisions about their marketing strategy. The other options listed (using a decision support system, performing a focus group interview, joining an MROC, and interpreting data) are also important activities in the marketing research process, but they do not specifically relate to the use of these informal sources of information for situation analysis.

Searching the Internet, Reviewing Secondary Data, and Monitoring "Chatter" on the Web