B. manageme! . information technology (IT) D.) big data 12. is a philosophy that values two-way communication between the company and the consumer. A. Efficient customer response B. Relational database marketing C. Proactive customer communication D. Customer relationship management 13. According to the text, what is the very first step in formal marketing research? A. identify the target audience B. establish a firm objective C. prepare the research vehicle D. ascertain available budgeting 14. research is research that's been done before, typically in support of some completely different marketing initiative. A. Primary B. Ancillary C. Secondary D. Intermediary 15. When presenting the results of any research initiative, the researcher should: A clearly link the research results to the initial problem/opportunity. B. use language that all participants can understand. C. simplify complex quantitative analyses. D. These are ALL things that a researcher should do when presenting results