Applebee’s Restaurants has spent tens of thousands of dollars on advertising in the last two years. Marketing executives want to measure what effect the advertising has had, and they decide to measure top-of-mind awareness (TOMA). A TOMA score for a restaurant is the ranking it receives when a representative sample of consumers in its service area is asked to “name a non-fast-food restaurant.” The restaurant that is named by the most people has the top TOMA score. It is important that Applebee’s management conduct the TOMA survey on a representative sample in the metropolitan area.

a. What sampling plan should be used? b. Why?