Company sales reports are often utilized as part of a company's marketing research activities and can provide insight about which colors and sizes are preferred by customers. Cutco, a manufacturer of knives and cutlery, often utilizes sales reports to identify which styles of knives are most popular and whether customers prefer the classic black handle or the ivory handle. This insight enables Cutco to streamline its manufacturing process and develop a just-in-time system to match production to anticipated orders. What type of data does Cutco utilize in this example?

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Cutco is using sales reports, which are an example of internal secondary data. This means that the data comes from within the company and has already been collected for a different purpose. In this case, the purpose is likely to track sales and revenue, but it can also provide valuable insight into customer preferences as described. Cutco does not need to conduct any specific research or surveys to obtain this data, as it is already available to them.

Company Sales Reports Are Often Utilized as Part of a Company's