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BlueLine Airways (C): Sample Size Determination

CASELET, MARKETING RESEARCH
ET Cases, 3 pages

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BlueLine Airways (C): Sample Size Determination

 

After the discussion with Rahul and Ganesh, Sekar was thinking about how to complete the survey for BlueLine within the committed time. Given the importance of this assignment on his credibility and for Rahul & Ganesh’s entrepreneurial venture, Sekar wanted to ensure the rigor and robustness of sample size. Having decided to get on with the task, he called MAKS sampling design expert Mr. Abilash Kulkarni (Abilash)............

Teaching Note Preview

BlueLine Airways (C): Sample Size Determination

 

Synopsis

The caselet series was used to introduce the participants/students to the concept of Sampling design and relevant procedures. While, Caselet (A) and Caselet (B) gives scope to discuss the sampling design procedure steps, select suitable sampling technique(s) for BlueLine’s marketing research project, Caselet (C) and Caselet (D) gives scope to discuss determining sample size and adjusting sample size for nonresponse for BlueLine’s marketing research project.

Prerequisite Conceptual Understanding

The students/participants should be encouraged to read the following as it would not only broaden the context of learning but would also provide appropriate perspectives on Sampling:

  • • Naresh K. Malhotra and Satyabhushan Dash, “Sampling: Final and Initial Sample Size Determination”, Marketing Research an Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand the basics of sample size determination and issues in determining sample size

 

Case Positioning and Setting

This caselet can be used in: MBA Program/MDPs/EDPs – Marketing Research Course – To introduce the participants/students to the sample size determination and relevant issues in Marketing Research

Assignment Questions

I. Describe the procedure for determining the sample size. How should the sample size be determined for BlueLine’s marketing research project?
II. How would the sample size change for better precision level and confidence interval in the case of BlueLine marketing research?

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Product code: MR-2-0012(c), MR-2-0012(c)A

Abstract


This caselet (the third in a four-caselet series) attempts to introduce the students/participants to the sample size determination. This caselet helps understand the statistical approach to determining the sample size and the factors to arrive at an effective sample size at the backdrop of BlueLine's Marketing Research project. The Founder & CEO of MAKS Consulting, Chandra Sekar and the Sampling Design Expert Abilash Kulkarni discussed the possibilities of completing the project within stipulated time of 2 weeks. Given the factors of importance of decision, nature of research, the number of variables, the nature of analysis, sample sizes used in similar studies and incidence rates, what is the effective way of designing statistical approach to determine the relevant sample size? What factors are to be considered for arriving at an effective sample size? What would be the appropriate statistical approach to determining the sample size?



Pedagogical Objectives

  • To understand the basic concepts in sample size determination in a marketing research context
  • To understand the statistical approach to determining sample size
  • To determine the sample size for BlueLine’s marketing research project

Case Positioning and Setting
This caselet can be used in: MBA Program/MDPs/EDPs - Marketing Research Course - To introduce the participants/students to the sample size determination in Marketing Research




This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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