A Company Can Take Several Steps to Improve the Quality

Multiple Choice

A company can take several steps to improve the quality of its marketing intelligence.Which of the following best describes the practice used by McDonald's when it sent mystery shoppers to assess stores' internal speed standards?

A) training and motivating the sales force to spot and report new developments
B) motivating intermediaries to pass along important intelligence
C) networking externally
D) purchasing information from outside research firms and vendors
E) using the sales information system to get accurate sales reports