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Case Assessment 2

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Case Assignment 2
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BUSI 600

Liberty University

Describe the sampling plan. Analyze its strengths and weaknesses. The sampling plan that Penton utilized for the basis of their research required several steps in the process to determine the correct population of users to poll. The process began with a phone questionnaire that was targeted to the Penton readership from a very large database. From there, Penton sent a pretest, this time by mail, to another user group. The final study was then sent to 4,000 decision makers from the Penton database (Cooper & Schindler, 2011). There are many strengths to the approach that Penton used for this study. To begin, the level of confidence was 95% with +/-4 percent for a margin of error. This is actually common when conducting a sampling plan (2011). Penton achieved this probability determining that 676 of the 710 respondents were the decision makers of their respective organizations. These individuals were also weighted according to the cell that they were assigned. There were 42 cells representing seven industries by six job titles, which allows Penton to see which individuals could be identified as the most desirable participant to the study. This is an effective method for identifying the participants, because Penton now knows who the decision makers are within the organizations they work for. If the respondents were allowed to be random, the data would not be true to the goal of the research, which aims to influence and accommodate their needs. Another strength of this study is the attribute-sampling plan. Penton clearly defined what the problem was, how they were going to research the root cause, and how they were going to conduct research to mitigate the decline they were experiencing. However, there seem to be many weaknesses with the approach that Penton adopted to conduct this

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