Marketing problem of CBA

The Community Broadcaster of Australia (CBA) has provided a wide range of shows for children and adults throughout Australia. Since CBA planned to improve its understanding of television (TV) viewers for better quality and program scheduling, it had conducted a market research of mail survey at limited cost to identify the factors most influencing viewers on program selection. By doing so, CBA could improve TV program ratings and hence better government funding allocation.

The market research, however, had flaws in sampling and questionnaires that resulted in hardly explainable findings. Sampling size of 1000 households was appropriate because of limited resources of CBA. The chosen households did not well represent the total population, since the survey only covered Sydney metropolitan area. People living in other states and suburbs might have significant difference in viewing preference. Results from some non-representative respondents would provide inaccurate findings of th...