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

Question

Quizplus · Accepted Answer

Mystery shoppers are used to gather intelligence on the company's operations, which aligns with motivating intermediaries (in this case, mystery shoppers) to pass along important intelligence about the store's performance.

A Company Can Take Several Steps to Improve the Quality