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

Exercise 6

Tough-Grip Tires was a large manufacturer of radial tires located in New Orleans, Louisiana, and it was experiencing a problem common to tire manufacturers. The poor performance of the auto industry was having a severe negative impact on the tire industry. To try to maintain sales and competitive positions, various manufacturers were offering wholesalers additional credit and discount opportunities. Tough-Grip's management was particularly concerned about wholesaler reaction to a new discount policy it was considering. The first survey the company conducted to explore this reaction was unsatisfactory. to management. Management felt it was conducted in a haphazard manner and contained numerous nonsampling errors. Tough-Grip's management decided to conduct another study, containing the following, changes:
• The sampling frame was defined as a list of 1,000 of the largest wholesalers that stocked Tough-Grip tires, and the sample elements were to be randomly selected from this list.
• A callback technique was to he used, with the callbacks being made at different times than the original attempted contact.
• The sample size was to be doubled, from 200 to 400 respondents.
• The sample elements that were ineligible or refused to cooperate were to be substituted by the next element from the list.
• An incentive of $1.00 was to be offered to respondents.
Critically evaluate the steps that were being considered to prevent the occurrence of non-sampling errors. Do you think they were appropriate Be specific.