When Gap, Inc. was developing the concept for its chain of Old Navy stores, the company gave employees who fit the desired Old Navy customer profile $200 apiece. They set them loose on a shopping spree, and then interviewed them about what they purchased so these products would be on the Old Navy shelves when the stores opened. Gap, Inc. utilized what format of participant sampling?
A) probability sampling
B) systematic sampling
C) stratified sampling
D) nonprobability sampling
E) simple random sampling

Question

Quizplus · Accepted Answer

The sampling method used by Gap, Inc. in this scenario is nonprobability sampling, specifically the purposive or judgmental sampling technique. This involves selecting individuals who are believed to be the best representatives of the target population based on specific criteria. In this case, Gap, Inc. wanted to gather insights from employees who fit the desired Old Navy customer profile, so they selected them and provided them with a monetary incentive to make purchases and provide feedback. This method is commonly used for qualitative research studies where the focus is on gaining in-depth insights from a specific group of individuals.