Sampling designs for sample surveys of advertisers and agencies

John L. Lastovicka

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


Past sample surveys of advertisingindustry practice have used simple random sampling (srs) and have avoided disproportionate stratified sampling (dss) procedures. This article shows dss, in comparison to srs, as a superior sampling procedure for reducing sampling error in such surveys.

Original languageEnglish (US)
Pages (from-to)89-94
Number of pages6
JournalCurrent Issues and Research in Advertising
Issue number1
StatePublished - Mar 1985

ASJC Scopus subject areas

  • Marketing


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