A Calgary television station wants to determine how its viewership has changed since it has changed its programming focus. It has decided to use secondary data to determine whether its viewers' demographics have changed. What is a potential disadvantage of this research plan?
A)the information not fitting the needs of the research problem
B)the high cost of collecting secondary data
C)the length of time it takes to collect secondary data
D)interviewer bias during the collection process

Question

Quizplus · Accepted Answer

The potential disadvantage of using secondary data is that the information may not fit the needs of the research problem, as it was collected for a different purpose. Therefore, it may not provide specific and accurate insights into the changes in viewership demographics since the programming focus shift.

A Calgary Television Station Wants to Determine How Its Viewership