Abstract
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 language | English (US) |
|---|---|
| Pages (from-to) | 89-94 |
| Number of pages | 6 |
| Journal | Current Issues and Research in Advertising |
| Volume | 8 |
| Issue number | 1 |
| DOIs | |
| State | Published - Mar 1985 |
| Externally published | Yes |
ASJC Scopus subject areas
- Marketing
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