The head of a marketing research department instructs field interviewers to interview owners of DVD players in a shopping centre. They are instructed to each interview 15 Sony owners, 18 Panasonic owners, 10 Toshiba owners and 12 owners of other brands. Which type of sampling procedure does this represent?
A) Systematic sampling
B) Quota sampling
C) Area sampling
D) Stratified sampling

Question

Quizplus · Accepted Answer

This represents quota sampling because the interviewers are given specific quotas (numbers) of individuals to interview from predetermined groups or categories (Sony, Panasonic, Toshiba, and other brands), rather than randomly selecting from the population or using other sampling methods.

The Head of a Marketing Research Department Instructs Field Interviewers