Auditing, Audit, Marketing

1. As a marketing research manager of a local bank asked to assess the demand potential of a certain area it is essential to keep in mind that when a marketing problem or opportunity arises, it is imperative that a researcher begin by conducting a secondary research. The sources of this secondary research are primarily categorized as either internal or external. Internal secondary data mainly comprises of sources such as sales invoices, customer complaints, customer feedback etc. External secondary data can be gathered from libraries, the internet, books and government records, media, trade associations, universities, banks etc. Both these can be utilized to effectively achieve the objective at hand.