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

Exercise 12

Applebee's Restaurants has spent several thousand dollars advertising the restaurant during the last two years. They wish to have some input into what effect the advertising has made and they decide to measure top of mind awareness (TOMA). A TOMA "score" for such a restaurant is the ranking a firm has as a result of asking a representative sample of consumers in the service area to "Name a non-fast-food restaurant." The restaurant that is named by the most persons has the #1 TOMA score, and so on. It is important that Applebee's management conduct their TOMA survey on a representative sample in the metropolitan area. What sampling plan should be used? Why?