Basic Marketing Research with Excel 3rd Edition by Alvin Burns,Ronald Bush

Exercise 8

Aresearcher has the task of estimating how many units of a new, revolutionary photocopy machine (it does not require ink cartridges and it is guaranteed not to jam) will be purchased among business firms in Cleveland for the coming annual sales forecast. She is going to ask the likelihood that they will purchase the new device and for those that are "very likely" to purchase, she wants the respondents at the companies to estimate how many machines their company will buy. She has data that will allow her to divide the companies into small, medium, and large firms based upon number of employees at the Cleveland office. What sampling plan should be used? Why?