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).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 he can invite them to participate in the focus group.These people,in turn,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 represents a snowball sampling procedure, where initial participants are used to recruit additional participants who fit the criteria.

A Marketing Researcher Wants to Put Together Four Focus Groups