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)|
|Number of pages||6|
|Journal||Current Issues and Research in Advertising|
|State||Published - Mar 1985|
ASJC Scopus subject areas