DEPENDABLE SAMPLES FOR MARKET SURVEYS.

The article presents information about determining dependable samples for marketing surveys. The author explains the feasibility and desirability of using probability samples and stresses the importance of thoughtful review and consideration of whether a probability sample is the best in a particular circumstance. Details related to the planning and cost of obtaining a probability sample are presented. A discussion is presented about the use of probability samples in prediction and the reliability of prediction based on these samples.