Work through when and why to stratify a business sample before collecting responses.
You need 120 survey invitations from a customer base dominated by SMB accounts, but leadership specifically wants to compare enterprise and SMB reactions to a new packaging model. Sampling design should match the decision question. If subgroup comparison matters, the sample must deliberately preserve subgroup visibility. Common trap: draw a purely convenient or purely proportionate sample, then discover too late that the segment you needed to compare is barely present. Step 1 Define the population and the segment question: the decision requires comparing SMB and enterprise reactions, not just a blended average. This is where sampling starts. The sample should…
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