Why is marketing research sometimes referred to as ad hoc? (Ad hoc is Latin meaning "with respect to a specific purpose")?
A. The other components of a company's marketing information system gather the same information as marketing research-it is just not as specific.
B. The various components of a company's marketing information system generate particular information needed for a specific situation.
C. Marketing research studies are conducted for a specific situation facing the company.
D. Most marketing problems are general versus specific.
E. Most marketing problems are specific versus general.
Answer: C. Marketing research studies are conducted for a specific situation facing the company.