An independent market research firm has been hired to conduct a study in conjunction with a trademark infringement case. It is most important that the research firm be able to defend its findings and methodology in its court testimony. What type of sampling approach should the firm use?

Question

Quizplus · Accepted Answer

A probability sample is the most appropriate choice because it allows for the selection of participants in a way that each member of the population has a known and equal chance of being selected. This method supports the objectivity and reliability of the findings, making them more defensible in court.

An Independent Market Research Firm Has Been Hired to Conduct