Rich runs a home improvement business. He is happy with the level of business he receives, but he wants to learn more about his customers, so he studies information compiled by the U.S. census bureau and other government agencies, databases created by marketing research firms, and sales and other internal reports. What kind of data is Rich using in this scenario?
A) ethnographic data
B) complex data
C) simple data
D) primary data
E) secondary data

Question

Quizplus · Accepted Answer

In this scenario, Rich is using secondary data, which are compiled inside or outside the organization for some purpose other than changing the current situation. Marketers typically use information compiled by the U.S. census bureau and other government agencies, databases created by marketing research firms, and sales and other internal reports to gain information about customers.

Rich Runs a Home Improvement Business