request for information; investigation. The auditor in conducting the examination seeks to obtain audit evidence by asking pertinent questions of client personnel or third parties. Answers obtained from such questions typically require corroboration. For example, the auditor may ask an employee why promotion expense is so high for the period, and the reply may be that some of it represents nonbusiness items. The propriety of the promotion expense account must then be evaluated by examining source documents. Another example is that of an auditor asking an employee where a given asset is located so that the asset can be visually corroborated. The question-asking aspect of the auditor with regard to third parties may be in such form as confirmations and legal letters.
request for information about a product or service. An inquiry from a prospective customer may be unsolicited, but many advertising dollars are spent attempting to generate inquiries as well as purchases. Inquiry promotions identify individuals with an interest in the product or service, provide leads for follow-up sales calls or promotions, and measure both the effectiveness of various advertisements and also the demand for a product or service. It is important to answer all inquiries with a follow-up letter or sales call to convert the inquirer to a buyer. In some cases, the marketer must follow up with questions that qualify (see qualified leads) the prospect, determining if he is ready, willing, and able to buy. For example, if the inquiry concerns computer equipment, the seller can ask about the computing requirements of the inquirer and determine whether the need is imminent.
