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
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Exhibits
Exhibit (TN)-I: Suggested Orchestration
Exhibit (TN)-II: Sampling
Exhibit (TN)-III: Symbols used for Population Parameter and Sample Statistic
Exhibit (TN)-IV: Normal Distribution Curve
Exhibit (TN)-V: Steps to Sample Size Determination
Exhibit (TN)-VI (a): Improving Response Rates
Exhibit (TN)-VI (b): Improving Response Rates
Exhibit (TN)-VII: Adjusting for Non-response