Utah Marketing State Practice Exam 2026 - Free Marketing Practice Questions and Study Guide

A company utilizing existing studies to guide its marketing strategy would correctly engage in secondary research. This type of research involves the analysis of data that has already been collected, published, and made available by other sources. By leveraging pre-existing studies, the company can gain insights and valuable information without needing to conduct new research from scratch.

Secondary research is particularly efficient and cost-effective as it allows businesses to access a wealth of information, such as industry reports, academic journals, market analysis, and consumer behavior data, which can inform decision-making and strategy development. It helps in understanding market trends, competitive landscapes, and consumer preferences based on already established findings.

In contrast, primary research entails the collection of new data directly from sources or through methods like surveys and interviews. Descriptive research focuses on providing a detailed account of characteristics or behaviors, while action research is a reflective process that involves problem-solving in real-time. None of these methods would apply if existing studies are being utilized to shape marketing strategies, making secondary research the appropriate choice.