This paper defines Penton Media’s sampling plan and research design for their study on if their reader service cards are still successful in getting buyer’s attentions. There are five questions that develop the sampling plan and Penton Media’s answers to these questions are described in this paper along with the strengths and weaknesses of their decisions. Their research design is also explained in the eight categories given. Finally, the strengths and weaknesses of their research design are given.
Case Assignment 2 Penton Media has designed a research study to determine if the reader service cards are still a sustainable form of bringing in customers. Penton Media came up with a sampling plan in order answer this research plan. Their sampling plan answered five questions and has both strengths and weaknesses. They also formulated a research design, which includes eight categories of options to answer their research question. Their research design also includes strengths and weaknesses, and these will be further examined in this paper.
Sampling Plan According to Cooper and Schindler (2014), the sampling plan includes five questions. These questions include (p. 344):
What is the target population?
What are the parameters of interest?
What is the sampling frame?
What is the appropriate sampling method?
What size sample is needed?
Once you have answered all these questions, you can determine the appropriate sampling design for your study. Penton Media has created their sampling plan from these questions. The target population for Penton Media’s study is the people who read their business magazines. Their subscribers consist of 1.7 mission people in the US, so they originally tested out the survey via phone with a small selection of subscribers. They then sent out a second preliminary survey to 300
References: Cooper, Donald R. and Schindler, Pamela S. Business Research Methods. New York: Irwin/McGraw-Hill, 2014. Print.