Question

Hestern Ltd. is a third-party organization that audits magazine and newspaper circulation in Toronto, and offers the data to newspapers for a price. This data is an example of _____.

A. ethnographic research
B. secondary information
C. primary source of data
D. focus groups

Answer 1

Hestern Ltd.'s circulation data offered to newspapers is an example of secondary information, as it is pre-collected data provided by a third party.

Step-by-step explanation:

The data that Hestern Ltd. provides to newspapers on magazine and newspaper circulation in Toronto is an example of secondary information. This type of data doesn’t result from direct, original research; instead, it comes from the aggregation and analysis of data collected by the auditing organization. This practice aligns with the concept of secondary data analysis, whereby researchers or other parties use data that has been previously collected by another source or agency. It is distinct from primary research sources, which involve direct collection of data from research subjects, and it’s also different from methods like in-depth interviews or focus groups, which are more interactive and qualitative.