A marketing researcher wants to put together four focus groups of 18-24 year-old males who are "heavy downloaders of music" (defined as downloading 50 songs per month).Instead of asking people at a shopping mall whether they download music from the Internet,he finds one person in the target market who qualifies,and then asks that person to suggest the names of two other males between the ages of 18-24 who download music.The researcher will invite those two to participate in the focus group,and then they are each asked to suggest two others similar to themselves to participate in the focus group study.This procedure describes a ____.
A)stepwise sample
B)judgment sample
C)area sample
D)snowball sample

Question

Quizplus · Accepted Answer

This procedure describes a snowball sample, where participants are recruited through referrals from existing participants who fit the target criteria. This method is commonly used when the target population is hard to reach or when there is no comprehensive list available to access the desired participants.

A Marketing Researcher Wants to Put Together Four Focus Groups