1- Regarding sampling plans in collecting primary marketing data (12%)

1. What is simple random sampling?

What is the purpose of using a simple random sample to collect data?

b) What is stratified sampling?

When should marketers use a stratified sample instead of a simple random sample?

c) A multinational corporation plans to conduct an interview study among its employees to understand the level of employee satisfaction. The company plans to draw a sample of 700 individuals from among the total 35,000 employees around the world. Because there is noticeable difference in the number of male and female employees i.e., there are only 5,250 females among its 35,000 employees and the rest are males the company has decided to draw a stratified sample that would include both female and male employees of the same proportion as that in the population of its employees.

Imaging that the company has hired you to take charge of this interview study. Please describe how you would go about and draw this stratified sample