Question

Instead of using survey information, Martha decides she would rather use ________ to find hidden information within her customer relationship management database to find links between spending habits and which types of entertainment should be marketed by the Coffee Collective.

A) Observational research
B) Experiments
C) Data mining
D) Focus groups

Answer 1

Martha will utilize Data mining to analyze her customer relationship management database, allowing her to uncover patterns linking spending habits to entertainment preferences, a method known as archival research.

Step-by-step explanation:

Instead of using survey information, Martha decides she would rather use Data mining to find hidden information within her customer relationship management database to find links between spending habits and which types of entertainment should be marketed by the Coffee Collective. This choice falls under the umbrella of archival research. In business and marketing, data mining is a powerful tool that allows for the analysis of large datasets to identify patterns, trends, and relationships that might otherwise remain undiscovered in the vast amount of information collected by businesses.

Data mining can help Martha uncover significant correlations between customers' purchasing patterns and their preferences in entertainment, enabling the Coffee Collective to tailor its marketing strategies more effectively. This method contrasts with surveys or observational studies, which may not reveal the full extent of the underlying connections within already existing data.