1. In order for companies to best understand their likelihood for success, they must first analyze a series of data. This data can range from the results of customer surveys to the interpretation of viewpoints obtained during focus groups. Such information is called business intelligence. Think about your future career goals. Why might the industry that you plan to pursue a career in need to gather such data?
2. Our text discusses the three categories used to develop a marketing research firm’s goals. They include programmatic, selective, and evaluative. Discuss each briefly. How do they differ and why are they important?
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