Ashley is a marketer for Barry's Ice Cream Sandwiches. Barry's is considering reducing the number of sandwiches in a pack from 12 to 10 without reducing the price. In order to anticipate consumers' response to this kind of effective price increase, Ashley is reviewing records of customer complaints received two years ago, when Barry's reduced its packs from 15 to 12 sandwiches. These records constitute ________.
A) external secondary data
B) primary data
C) a focus group
D) a test market
E) internal secondary data

Question

Quizplus · Accepted Answer

The records of customer complaints that Ashley is reviewing are considered internal secondary data because they are data that have been collected previously within the organization (internal) for purposes other than the current research (secondary).

Ashley Is a Marketer for Barry's Ice Cream Sandwiches