Question

Case 9.2 Jet’s Pets:

Jetadiah Brown wants to establish a pet store called Jet's Pets. Jet thinks there is an opportunity on the north side of the city because he knows that many new subdivisions have been built, and many families have bought homes there. Plus, he knows there are no pet stores located on the north side. The growth in number of families and the lack of competitors strongly suggest a marketing opportunity for Jet's Pets.

Case Objective:

Jet wants to survey the approximately 10,000 families in two ZIP code areas. Of course, he cannot survey all of them, so he must use a sample. For each of the following possible ways of selecting a sample of the families living in several subdivisions in two ZIP code areas: (1) identify the type of sample method; (2) identify the sample frame; (3) indicate what, if any, sample frame error there is; and (4) indicate the degree to which the resulting sample will be representative of all families living in the two ZIP code areas.

Answers to Case Questions

1. Place questionnaires in veterinary clinics located in the two ZIP code areas for pet owners to fill out while they are waiting for the doctor to examine their pet.

2. Select every 100th name in the city telephone book; call and interview only those who live in the two ZIP code areas.

2. Use a random number system to select a single subdivision located somewhere in the two ZIP code areas, and then place questionnaires in the mailboxes of every home in that selected subdivision.

4. Announce in the local newspaper a “Cutest Dog Contest” with contestants sending in a photo and address information. Use the contestants who live in the two ZIP code areas as the sample.

5. Go to the local animal shelter and get the addresses of the past pet adopters who live in the two ZIP code areas. Send a mail survey to the nearest neighbor’s address for each of the addresses obtained from the animal shelter. For example, if the adopter lives at 1 Green Street, send the mail questionnaire to the occupants at 2 Green Street.

Answer 1

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Place questionnaires in veterinarian clinics located in the two ZIP code areas for owners to fill out while they are waiting for the doctor to examine their pet.

This is a convenience sample. The sample frame would be the clients of the veterinarian clinics.One error may be that not all pet owners in the area would use those particular veterinarians or be willing to fill out a questionaire. It would also miss people who would consider owning a pet if there were a more convenient way to purchase pet supplies.It would only be representative of pet owners, not all the people living in the zip code.

Select every 100th name in the city telephone book; call and interview only those who live in the two ZIP code areas.

This is a systematic sample. The sample frame would be those living in the two zip codes. This sample would miss those who don't have published telephone numbers, which in today's society with the increased use of cell phones and decrease use of house phones, may be a significant number of people.Considering that it is likely that higher income people, such as doctors as lawyers, as well as younger people who only have cell phones, will not have published phone numbers, this sample would miss two significant groups that are probable pet owners.

Use a random number system to select a single subdivision located somewhere in the two ZIP code areas, and then place questionnaires in the mailboxes of every home in the selected subdivision.

This is a cluster sampling.The sample frame would be the two zip code areas which are then divided up into clusters.As long as the subdivision slelected is highly similar to the entire zip codes, this is an accurate sampling.It would be fairly representative as long as the subdivision is representative.

Announce in the local newspaper a “Cutest Dog Contest” with contestants sending in a photo and address information. Use the contestants who live in the two ZIP code areas as the sample

Announce in the local newspaper a "Cutest Dog Contest" with contestants sending in a photo and address information. Use the contestants who live in the two ZIP code areas as the sample.
Type of sample method: Multistage sampling.
Sample Frame: All contestants.
sample frame error : Yes as contestants may come up from outside the two areas.
degree to which the resulting sample will be representative of all families living in the two ZIP code areas. : Low

Go to the local animal shelter and get the addresses of the past pet adopters who live in the two ZIP code areas. Send a mail survey to the nearest neighbor’s address for each of the addresses obtained from the animal shelter. For example, if the adopter lives at 1 Green Street, send the mail questionnaire to the occupants at 2 Green Street.

Go to the local animal shelter and get the addresses of the past pet adopters who live in the two ZIP code areas. Send a mail survey to the nearest neighborhor's address for each of the addresses obtained from the animal shelter. For example, if the adopter lives at 1 Green St, send the mail questionnaire to the occupants at 2 Green St.
Type of sampling: Convineince sampling
Sample Frame: All past pet adopters documented in database of local animal shelter.
sample frame error : Yes as the past adopters may not own those pets now as well.
degree to which the resulting sample will be representative of all families living in the two ZIP code areas. : High

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