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Nielsen Media Research conducts weekly surveys of television viewing throughout the United States, publishing both rating and market share data. The Nielsen rating is the percentage of households with televisions watching a program, while the Nielsen share is the percentage of households watching a program among those households with televisions in use. For ex, Nielsen Media Research results for the 2003 Baseball World Series between the New York Yankees and the Florida Marlins showed a rating of 12.8% and a share of 22% (Associated Press, October 27, 2003). Thus, 12.8% of households with televisions were watching the World Series and 22% of households with televisions in use were watching the World Series. Based on the rating and share data for major television programs, Nielsen publishes a weekly ranking of television programs as well as a weekly ranking of four major networks: ABC, CBS, NBC, and Fox.

a. What is Nielsen Media Research attempting to measure?

b. What is the population?

c. Why would a sample be used in this situation?

d. What kinds of decision or actions are based on the Nielsen rankings?

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