Richard Participated in a Study Conducted by an Advertising Agency

Multiple Choice

Richard participated in a study conducted by an advertising agency. During his interview, he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him. The interviewer asked Richard specific questions about the food, the seating arrangements, the ease with which he entered and exited the plane, and the service provided by the flight attendants. The advertising agency used the research data to develop the creative strategy. In this scenario, Richard provided the agency with:

A) product-specific preplanning inputs.
B) switch marketing inputs.
C) secondary internal data.
D) secondary external data.
E) buzz marketing research.