Which component of marketing research involves gathering relevant data and information, using appropriate methods and sources, and ensuring data quality and reliability?

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The question asks: Which component of marketing research involves gathering relevant data and information, using appropriate methods and sources, and ensuring data quality and reliability?
Option 1: Collection. This is the phase where researchers actively gather data from various sources, selecting suitable methods (surveys, interviews, observations, etc.) and ensuring data quality and reliability. It directly matches the described activity of gathering relevant data and information with appropriate methods and sources and quality controls.
Option 2: Dissemination. This component focuses on distributing the research findings to stakeholders, not on the initial gathering of data. While important, dissemination occurs after data collection and analysis, not during the data-gathering stage.
Option 3: Analysis. Analysis involves processing and interpreting the collected data to extract insights. It comes after data has been gathered. The description in the question emphasizes the gathering process itself, not the interpretation of results.
Option 4: Forecasting. Forecasting uses data to predict future market conditions or outcomes. It is a specific analytical outcome and relies on data gathered, but the definition given in the prompt centers on the act of collecting data, not on projecting future trends.
Option 5: Identification. Identification refers to recognizing and defining the research problem or variables of interest. While crucial as a planning step, it does not capture the act of collecting data with methods and quality controls described in the question.
In summary, the activity described—gathering relevant data using appropriate methods and ensuring data quality and reliability—aligns best with Collection, while the other options pertain to subsequent or related stages of the research process.

MKTG 202 Session 1 Practice Quiz

Which component of marketing research involves gathering relevant data and information, using appropriate methods and sources, and ensuring data quality and reliability?

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