Which information is more valuable to marketing managers—information from internal
databases, from marketing intelligence, or from marketing research? How do these information
sources differ? a. Internal databases collect consumer and market information obtained from data
sources within the company network. b. Marketing intelligence is a systematic collection and
analysis of publicly available information about consumers, competitors, and developments in
the marketplace. Sometimes companies’ use their own acquire intelligence information through
their own employees. c. Marketing research is the systematic design, collection and analysis and
reporting of data that is relevant to a specific marketing situation.
Saul Ruiz MGMT 311 d. All three have the ability to produce value, but market research is more
valuable to marketing managers because it provides more research and more focused studies
essential in gaining customer insights relating to specifics marketing decisions. Another
advantage is that due to the thorough research the data is more accurate and will aid in making
the best marketing decisions
What are the advantages of Web-based survey research over traditional survey research? Some of the
advantages of Web-based survey research include:a. Elimination of interviewer bias- Traditional surveys
may be affected based on interviewer assumptions or moods. b. Faster process- No worries about
conducting interviews around certain times, or sending them to different places. Web-based surveys are
automatically viewed by required key personnel.c. Cost effective- Do not have to pay for personnel to go
house-to-house or for theprinting of traditional surveys. d. Ability to target selected groups- Ability to
