When a marketing researcher wants to put together four focus groups of 18-24 year-old males who are "heavy downloaders of music" (defined as downloading 50 songs per month)and,instead of asking people at a shopping mall whether they download music from the Internet,he finds one person in the target market who qualifies,and then asks that person to suggest the names of two other males between the ages of 18-24 who download music so that the researcher can invite them to participate in the focus group,and then those people are each asked to suggest two others similar to themselves to participate in the focus group study,this procedure represents what type of sampling procedure?
A)stepwise sample
B)judgment sample
C)area sample
D)snowball sample

Question

Quizplus · Accepted Answer

This procedure represents a snowball sample, where the initial participant provides referrals to others who meet the criteria for the study, and they in turn provide referrals to others. Snowball sampling is often used in cases where the target population is difficult to identify or access, as in this case where heavy downloaders of music may not be easily identifiable via conventional sampling techniques.

When a Marketing Researcher Wants to Put Together Four Focus