A mail-order retailer found that its percent of loyal customers (those ordering $100 or more of merchandise in two consecutive years)has declined from 15 percent to 8 percent.Which form of marketing research was the retailer utilizing?
A)Marketing information system
B)An experiment
C)Observation
D)Focus group study
E)None of the above could be utilized

Question

Quizplus · Accepted Answer

A marketing information system is a process that regularly collects, analyzes and distributes relevant, timely, and accurate information to marketers, enabling them to make better decisions. In this case, the retailer uses this process to track its loyal customer base over time, identifying any changes in customer behavior and trends, and analyzing the potential reasons for the decline in loyal customers.

A Mail-Order Retailer Found That Its Percent of Loyal Customers