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

Exercise 10

Honda USA is interested in learning what its 550 U.S. dealers think about a new service program Honda USA provided the dealers at the beginning of last year. Honda USA wants to know if the dealers are using the program and, if so, their likes and dislikes about the program. Honda USA does not want to survey all 550 dealers but wants to ensure that the results are representative of all the dealers. What sampling plan should be used? Why?