Applebee’s Restaurants has spent several thousand dollars advertising the restaurant during the last 2 years. The company wishes to get some information about what effect the advertising has had and decides to measure TOMA (Top of Mind Awareness). A TOMA “score” for such a restaurant is the ranking a firm has as a result of asking a representative sample of consumers in the service area to “name a non–fast-food restaurant.” The restaurant named by the most persons has the #1 TOMA score and so on. It is important that Applebee’s management conduct the TOMA survey with a representative sample in the metropolitan area.
a. What sampling plan should be used?