SCENARIO #1: You are a market research analyst at Lindt Canada. You have been asked to do a survey among adult Canadians to better understand consumption of chocolate in general, as well as perceptions and usage of Lindt products. You have been asked to do this research among a representative sample of Canadian adults using Qualtrics.
1a) Use your own words to explain the advantages of sampling research and explain why you have decided to survey only 1000 Canadians. (3 points)
1b) Where would you source your sample? In other words, what would you use as a sampling frame? (1 point)
1c) Assuming the expected response rate is 12%, how much sample do you need to obtain 1000 completed surveys? (1 point)
1d) What regional quotas would you set for a nationally representative sample? Provide a chart showing the % of the 1000 interviews that should come from Western Canada, Ontario, Quebec, and Atlantic Canada. (4 points)