Sampling designs for sample surveys of advertisers and agencies

John L. Lastovicka

doi:10.1080/01633392.1985.10505374

Sampling designs for sample surveys of advertisers and agencies

John L. Lastovicka

Arizona State University

Research output: Contribution to journal › Article › peer-review

1 Scopus citations

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	https://doi.org/10.1080/01633392.1985.10505374
State	Published - Mar 1985

ASJC Scopus subject areas

Marketing

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10.1080/01633392.1985.10505374

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title = "Sampling designs for sample surveys of advertisers and agencies",

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Sampling designs for sample surveys of advertisers and agencies

Abstract

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