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?

Question

Quizplus · Accepted Answer

Cutco is using internal secondary data, which refers to information that has been collected by the company itself for its own purposes, in this case, sales reports.

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