Certificate in Business Data Analytics (CBDA) — Question 36

An organization's customers are categorized based on the amount of purchases completed over the last 12 months. The analytics team would like to ensure the accuracy of their survey results and decide to randomly select 500 customers to participate in a survey from this large pool of customers.
This is an example of:

Answer options

• A. Quota sampling
• B. Stratified sampling
• C. Purposive sampling
• D. Snowball sampling

Correct answer: B

Explanation

The correct answer is B, as stratified sampling involves dividing the population into distinct subgroups and then randomly selecting samples from each. Quota sampling, on the other hand, fixes the number of participants from each subgroup without random selection. Purposive sampling selects individuals based on specific characteristics, and snowball sampling relies on referrals from initial subjects, neither of which applies here.