Which of the following is NOT a characteristic of database marketing?

Database marketing involves several key characteristics designed to enhance marketing effectiveness by utilizing data. One of those characteristics is targeting qualified prospects, which means identifying and reaching out to potential customers who are most likely to respond positively to marketing efforts based on specific criteria, such as past purchase behavior or demographic information.

Another core aspect is tracking client feedback. This practice allows marketers to gather insights regarding customer satisfaction and preferences, enabling them to refine their strategies and improve their offerings based on real-time input from consumers.

Segmentation of market data is also a fundamental characteristic. This involves dividing the broader market into smaller, more manageable segments based on various factors, such as demographics, buying habits, and interests, to tailor marketing strategies that resonate with each specific group, thus increasing the chance of successful engagement.

Using random sampling, on the other hand, is not a characteristic of database marketing. Instead, database marketing relies on targeted approaches that utilize historical data and specific criteria for targeted campaigns. Random sampling can lead to a lack of focus on the more qualified or interested segments of the audience, which would be counterproductive in a marketing strategy aimed at maximizing conversion rates and customer relationship management. This is why it is the correct response to the question asked.