Hilton Hotels wishes to conduct a study on the determinants of brand loyalty among Hilton hotel customers. The Hilton organization estimates that 10% of its 2,600,000 Hilton Honors Club members are loyal to the Hilton brand wherever they travel. However, the remaining members may choose other hotel brands at times. The organization wants to understand how to increase loyalty among the other 90% of club members.

In the Hilton example, the Hilton Honors membership list represents the ______________.

Multiple Choice

a. sample

b. population

c. population element

d. target population

e. sample frame