Assignment:
Applebee’s Restaurants has spent several tens of thousands dollars advertising the restaurant during the last two years. Marketing executives want to measure what effect the advertising has had, and they decide to measure top of mind awareness (TOMA). A TOMA score for such a restaurant is the ranking a firm has as a result of asking a representative sample of consumers in the service area to “name a non-fast-food restaurant.” The restaurant that is named by the most persons has the top TOMA score. It is important that Applebee’s management conduct the TOMA survey on a representative sample in the metropolitan area.
a. What sampling plan should be used?
b. Why?
Your answer must be, typed, double-spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format and also include references.