Lakeside Grill - Sampling

After considerable discussion, Brooke, Alexa, Juan, Destiny and Zach arrived at a sampling plan. Based on information from the owner of the Lakeside Grill, secondary research, and a focus group, the team defined the population as households within a five-mile radius of the grill. They believed that most of the patrons of the restaurant came from within that distance. A couple of the group members, Juan and Brooke, had argued that a five-mile radius was too far and that they should concentrate on a two or three-mile radius.

Since the target population was defined as households within a five-mile radius, the sampling frame was designated as all homes and apartments within that area. That decision was easy. The liveliest discussion occurred over the sampling procedure. The group finally decided on a cluster approach. While some argued for a one-stage approach, others argued for a two-stage approach.

• Population households within five miles
• Sampling frame homes within five-mile radius
• Sampling procedure cluster sampling
• One stage
• Two stage
• Sample size - 300

In support of the one-stage approach, Destiny argued, I think the best way for us to do this is to randomly select blocks within our sampling frame. Then we should deliver a questionnaire to every house and apartment on that block. That will be easier than just going to some of the homes on that block. It will get really confusing I think to do the two-stage approach.

In contrast, Zach argues, I must say I disagree with Destiny. While it may be easier to use that approach, I feel strongly it needs to be a two-stage approach. After we identify the blocks then we need to randomly select the homes or apartment buildings. This will ensure a better random sample.

1. Do you agree with the groups definition of the target population?
2. Is the sampling frame defined properly?
3. What is your evaluation of the one-stage cluster approach? What is your evaluation of the two-stage cluster approach? Which should be used?
4. What other methods of sampling could the group use?
5. Go through each method of sampling and discuss its feasibility for the research project with the Lakeside Grill.
6. The group decided on a sample size of 300. Is this enough? Is this realistic?