"A carefully chosen sample allows researchers to explore different experiences among various type of individuals or groups" - Esterberg, 2002.
Stratified Sampling
advantages: - provide greater precision than a simple random sample of the same size
- manage to ensure the spesific groups are represented such as age-groups, gender
and so on.
(in my research, I divided Malaysian teenagers based on gender because there are
some differences on female and male in consuming fast food.)
disadvantages: - more complex to organise and analyse the results
besides that, fast food can be advertise based on:
- price (cheaper?)
-colors (attractive colors?)
-image (nice features?)
-brand (Mcd's burger v.s roadside burger?)
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