As firms build databases that contain customer , marketing researchers must be careful not to abuse this collection, which may contain sensitive personal details.

The correct answer is information

Explanation:

Database Marketing is a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. The communication method can be any addressable medium, as in direct marketing.

The difference between direct and database marketing is mainly due to the attention given to data analysis. Database Marketing emphasizes the use of statistical techniques to develop consumer behavior models, which are then used to select clients for communications. As a result, database marketers are also large users of Database Stores, since they have large amounts of consumer data which increases the chances that a more accurate product can be built.

There are two main types of database marketing: 1) Consumer databases and 2) Business databases. Consumer databases are primarily aimed at companies that sell to consumers, commonly abbreviated as "from business to customer" (B2C) or BtoC. Business databases are much more advanced in terms of the information they provide, this is mainly because business databases do not have the same privacy laws as consumer databases.

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