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Top Market Strategy by Elizabeth Rush Kruger

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9.1 Quota Sampling

We selected quota sampling to ensure that our sample proportionally represented the population of JetSpray customers on the two most important characteristics, model size and location. JetSpray's sales records indicated that the owners bought the two model sizes equally, so half of the respondents must own a two-passenger model and the other half must own a three-passenger model. Those who own both sizes can fulfill either model-size quota. JetSpray's sales records indicated that 60% of the respondents live inland while 40% live in a county bordered by a coastline. Table 13 breaks down our sample of 150 respondents into quotas for the four subgroups, namely, coastal owners of three-passenger models, coastal owners of two-passenger ...

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