When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments' archives within her firm to make marketing decisions today, she is using
A) internal secondary data.
B) primary data.
C) external secondary data.
D) sensitivity analysis.
E) probability data.

Question

Quizplus · Accepted Answer

Internal secondary data refers to data that has already been collected and stored within the organization, such as reports, letters, and financial statements, which the researcher is using.

When a Marketing Researcher Uses a Collection of Reports, Customer