Internal data

Internal secondary data are produced by an organisation in its day-to-day operations. Data on sales, advertising expenditures, inventory records, salespersons' reports, distribution costs and prices are just some examples of the type of internal data that are produced.

In many instances, internal data are gathered in a relatively unorganised manner and people in the organisation may have little knowledge of what data are actually available. The growth of marketing information systems alongside the trend towards the computerisation of all records in a business has done and can do much to simplify the organisation and accessibility of internal data.

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