Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 6

A national manufacturer of baby food was planning to enter the Canadian market. The initial thrust was to be in the provinces of Ontario and Quebec. Prior to the final decisions of launching the product, management decided to test-market the products in two cities. After reviewing the various cities in terms of such external criteria as demo-graphics, shopping characteristics, and so on, the research department settled on the cities of Hamilton, Ontario, and Sherbrooke, Quebec.
a. What type of sampling method was used
b. Critically evaluate the method used.