External data refers to:

External data refers to information that is generated outside of the organization and is often publicly available. This can include various types of data, such as market research reports, demographic information, industry statistics, and customer insights that are not produced internally. Organizations leverage external data to enhance their understanding of market trends, competitive analysis, and customer behavior, which can inform strategic decisions and improve business operations.

In contrast, the other options describe types of data that the organization either generates itself or exclusively controls. For example, data controlled by the organization is typically internal and pertains to its operations, whereas first-hand collected data refers to information gathered directly by the organization, such as through surveys or experiments. The notion of data owned only by the organization also emphasizes internal databases and proprietary information, which do not fall under the category of external data. Thus, the correct understanding of external data aligns with its role as a valuable resource generated independently from the organization itself.