37) What is the first step of the marketing research process? A) determining the sources of information to fulfill the research objectives B) analyzing, interpreting, and summarizing the results C) defining the research problem and establishing research objectives D) considering the costs and benefits of the research effort E) gathering the relevant data from secondary or primary sources, or both 38) Marco has decided to use information collected by other researchers in his upcoming research project on cultural trends. This is an example of using a A) first-hand B) secondary C) primary D) direct E) personal data source. 39) Next to the United States, which country has the best quantity and quality of marketing- related data available? A) Brazil 40) B) Australia C) China D) Japan E) Kenya data refers to the data that are collected specifically for the particular research project at hand when research questions are still unanswered after seeking all reasonable secondary data sources. A) Derived B) Primary C) Referential D) Syndicated E) Cohort