On May 7, 2022, LEGO opened its largest store in Australia and the Southern Hemisphere. A quick review of the new store:

https://jaysbrickblog.com/news/preview-melbourne-centrals-new-lego-certified-store-flagship-experience/

Imagine yourself as a marketing manager of this store. Developing an appropriate sampling plan is one of the most overlooked steps in the market research process. Using the Sampling Design Process discussed in the prescribed book develop an appropriate sampling plan for interviewing/surveying customers who recently visited or shopped at this flagship store.

Prescribed Book Zikmund, D'Alessandro, Winzar, Lowe, Babin (2017) Marketing Research: 4th edition, Cengage.

The four steps of the sampling process are:

Define the target population (how do you define customers in this context? Hint: it will depend on whether you are interested in customers who just visited the store or customers who made a purchase). Determine the sampling frame. Select a sampling procedure. Determine sample size. Discuss and debate the pros and cons of using the various sampling procedures.