Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill

Exercise 10

The Juno Company, a manufacturer of clothing for plus-sized consumers, was in the process of evaluating its product and advertising strategic. Initial efforts consisted of a number of focus-group interviews. The focus groups consisted of ten to twelve large men and women of different demographic characteristics who were selected by the company's research department using on-the-street observations of physical characteristics.
a. What type of sampling method was used
b. Critically evaluate the method used.