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

Exercise 21

A retailer of household appliances is planning to introduce a new brand of dishwashers to the local market and wishes to estimate demand for the product. He has decided to use two-stage area sampling and has secured an up-to-date map of the area, but he does not know how to proceed and requires your assistance. Outline a step-by-step approach you will recommend for conducting the study.