1. Briefly discuss the 7 steps in developing a sampling plan.

2. Discuss the difference between probability sampling and non-probability sampling. If a researcher wants to generalize the sample results to the target population, which sampling (probability or non-probability) should he/she use? Why?

3. Discuss the difference between stratified random sampling and quota sampling. How will you use each? If you could use both, which one will you prefer? Why?

4. AT&T is interested in capturing the judgments people make of its new mobile phone services. Determine at least two service attributes that should be used to capture theperformance of AT&T's mobile phone service. Design four scale measurements for each service attribute that would allow AT&T to accurately collect data.

5. The local Ford dealership is interested in collecting data to answer the following research question: How likely are young adults to purchase a new automobile within a year after graduating from college? Design a nominal, ordinal, interval, and ratio scale measurement that will enable the dealership to collect the required data. Which scale measurement will be most useful to the dealership? Why?

6. Discuss the difference between reliability and validity while evaluating a measurement scale. Discuss at least two methods of evaluating reliability and validity.

7. Assume you are conducting a study to determine the importance of brand names and features of mobile phones. Suggest six questions you would ask and in what sequence you would ask them. Make sure that each question has response options for participants to answer them.