When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments 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

The marketing researcher is using data that has been previously collected by different departments within her firm, which classifies it as internal secondary data. Primary data refers to data that is collected specifically for a research project. External secondary data comes from sources outside of the firm, such as publicly available reports or industry publications. Sensitivity analysis refers to an analytical technique used to assess how changes in certain variables impact the outcome of a decision. Probability data is numerical information used to calculate the likelihood of an event occurring.

When a Marketing Researcher Uses a Collection of Reports, Customer