BlueLine Airways (C): Sample Size Determination

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)............

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. .............

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