Briefly describe stratified sampling

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1. Briefly describe stratified sampling and how it is different from simple random sampling. Clearly explain why market researchers generally prefer to do stratified sampling if possible. Use a realistic example as an illustration (do not use the example from the videos).

2. What is the most important difference between interval and ratio scales? Provide an example of an interval scale and also of a ratio scale that could be used in a market research study (do not use the examples from the videos). Explain clearly why a rank order scale like the following could not be considered an interval scale:

“Rank the following five Kellogg’s cereals in order of preference, where 1 is your most preferred and 5 is your least preferred: Corn Flakes, Rice Krispies, Special K, Froot Loops, Raisin Bran.”

Reference no: EM132233778

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