Penton Media's Subscriber Database

Penton Media sample plan was created from the use of a stratified disproportionate random sampling with subscribers that are considered as belonging to one of 42 cells (seven industry groups by six job titles). Penton received a total of 710 complete questionnaires. Penton discovered that 676 out of the 710 respondents were responsible for making decision at their companies. However, Penton examined only the responses for the 676 buyers. Penton analyzed the 676 respondents by weighing responses in each cell divided by the percentage of the total population. An extensive follow-up was by telephone to 40 respondents in hopes of getting an intense understanding of behavior and attitudes. The researchers started the search by a pretest of reader-targeted mail questionnaire by phone with small sample drawn from its database of 1.7 million domestic subscribers. Penton conducted a second pre-test, which gave the researchers the opportunities to refine questions based on the information they obtained from the pretest. Penton completed the surveys by mailing to 4,000 managers, executive, engineers, and purchasing agents that Penton selected form a database.

Strengths

Penton Media sampling plan had several strengths such as the use of the telephone inquiries that allowed Penton to reach respondents that otherwise might not be available in person. Penton Media using the stratified random sampling was positive because it minimizes cost. The stratified random sampling also minimized variability. The stratified random sampling gets a more precise estimate of the population. The stratified sampling can accommodate the structure of the population. Penton Media improved population representatives in the study. Penton sampling plan has a high statistical precision. Penton response rate was high enough to create statistically valid inferences. The margin of error for the survey was + 4 percent at the 95 percent level of assurance. Penton sampling plan improves the possible for the units to be more equally distributed over the population. Penton media sample plan saved time.

Weaknesses

The weakness of Penton sampling plan is that there is a large variance among the subgroups. The stratified disproportionate random sampling is complex compared to simple random. The different methods that Penton used to get their respondents could be challenging.

Research design

Research design methods consist of qualitative, quantitative and mixed methods, as well as many other methods.