Which of the following is NOT a type of data used in marketing research?

In the context of marketing research, primary data, secondary data, and qualitative data are all widely recognized categories that marketers utilize to gather insights and make informed decisions.

Primary data refers to information collected firsthand for a specific research purpose, such as surveys and interviews that provide direct feedback from target audiences. Secondary data, on the other hand, consists of previously collected information, such as industry reports or academic studies, that can inform current research without the need for new data collection. Qualitative data involves non-numerical insights that help to understand consumer behaviors, motivations, and attitudes, often gathered through focus groups or open-ended survey responses.

Controlled data is not a standard term recognized in marketing research as an established category of data. Therefore, it does not fall within the traditional classifications and is not typically listed among the types of data used for marketing analysis and research. This makes it the correct answer to the question, as it identifies something that does not belong in the common framework of data used in marketing research.