Market Research

Enlightened U.S. public-policy makers seek citizen input to the development of the country’s infrastructure. One example of this is the requirement for the U.S. Department of Transportation (DOT) to conduct an annual survey about citizen satisfaction with all transportation modes in the country. The Bureau of Transportation Statistics (BTS) is charged with conducting this survey in order to provide insights about citizen satisfaction with travel and transportation to members of Congress, to employees of the U.S.DOT, as well as to U.S. citizens themselves. Go to the textbook’s Web site and download the file U.S.DOT Survey. This is the actual record of how the BTS and Battelle (are search organization hired to assist in the survey) designed and administered a nationally representative study called the Omnibus Survey. Read the first two pages of the Introduction and Background (pages 3 and 4), and then Appendix F: The Final Sampling Plan (pages 124–131or F1–F8).

1. What was the target population in this study?

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2. How was the sampling frame derived in this study?

3. Was a non probability or probability sampling technique used?

4. What were the two variables used for stratifying the sample?

5. How many implicit strata were employed in the design of the sample?

6. The study designers wanted to secure 2,000 completed interviews. To obtain this number of completed interviews, how many phone numbers will need to be screened to determine if the phone number is a working residential phone number?

7. What do users of the survey results gain from the BTS using this sampling design instead of using a convenience sample of 2,000?

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