Target is a major retail store chain specializing in good qual- shelves, product displays, and seasonal specials. Naturally, ity merchandise and good values for its customers. Currently Target continuously monitors the opinions and satisfaction Target operates about 1,700 stores, including more than 200 levels of its customers, because competitors are constantly "Super Targets" in major metropolitan areas in 48 states. trying to outperform Target and customer preferences can One of the core marketing strategies employed by Target change. is to ensure that shoppers have a special experience every Target management has committed to an annual sur- time they shop at Target. This special shopping experience is vey of 1,000 customers to provide a constant tracking and enhanced by Target's "intuitive" department arrangements. forecasting system of customers' opinions. The survey will For example, toys are next to sporting goods. Another shop- include customers of Target's competitors such as Walmart, ping experience feature is the "racetrack" or extra wide cen- Kmart, and Sears. In other words, the population under ter aisle that helps shoppers navigate the store easily and study is made up of consumers who shop in mass merchan- quickly. A third feature is the aesthetic appearance of its dise stores in Target's geographic markets. The marketing 280 CHAPTER 10 DETERMINING THE SIZE OF A SAMPLE research project director has decided to use a telephone sur- vey conducted by a national data collection company, and he is currently working with Survey Sampling, Inc. (SSI) to purchase the telephone numbers of consumers residing in Target's metropolitan target markets. SSI personnel have informed him of the basic formula they use to determine the number of telephone numbers needed. The formula is as follows: Telephone numbers needed = completed interviews/ (working phone rate X incidence X completion rate) where working phone rate = percent of telephone numbers that completion rate = percentage of those willing to take part in the survey that will actually complete the survey As a matter of convenience, Target identifies four dif- ferent regions that are roughly equal in sales volume: North, South, East, and West. 1. With a desired final sample size of 250 for each region, what is the lowest total number of telephone numbers that should be purchased for each region? 2. With a desired final sample size of 250 for each region, what is the highest total number of telephone numbers that should be purchased for each region? 3. What is the lowest and highest total number of telephone numbers that should be purchased for the entire survey?