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Lecture Marketing research - Chapter 11: Sample size determination

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In this chapter, students will be able to: Learn the financial and statistical issues in the determination of sample size, discover the methods for determining sample size, gain an appreciation of a normal distribution, understand population, sample, and sampling distribution, distinguish between point and interval estimates, recognize problems involving sampling means and proportions.

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Learning Objectives

1 To learn the financial and statistical issues in

the determination of sample size

2 lo discover the methods for determining

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EE Learning Objectives

Determining Sample Size The financial and statistical

sample size

Financial, Statistical, and Managerial Issues

As a general rule:

The larger the sample, the smaller the sampling error

Larger samples cost more; however the sampling error

decreases at a rate equal to the square root of the

relative increase in sample size

Before trying to determine the size of the sample, the confidence intervals need to be decided

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Methods for Determining The financial and statistical

Sample Size issues in the determination of

constraints force the researcher to explore and consider the value of information in relation to its cost

Rules of Thumb

- Desired sampling error - Similar Studies

- Past experience - A gut feeling

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Methods for Determining To discover the methods for

| Sample Size | determining sample size

Number of Subgroups To Be Analyzed

The sample should contain at least 100 respondents in each major subgroup

Traditional Statistical Methods

¢ An estimate of the population standard deviation

¢ The acceptable level of sampling error

¢ The desired level of confidence that the sample will fall within a certain range of the true population values

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The Normal Distribution T O gain an appreciation of a

| | normal distribution

General Properties for the Normal Distribution

Crucial to Classical Statistical Inference

Reasons For Its Importance

¢ Many variables have probability distributions that are close to the normal distribution

¢ Central Limit Theorem—distribution of a large number

of sample means or sample proportions will approximate a normal distribution, regardless of the distribution of the population from which they were drawn

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1 The normal distribution is bell-shaped and has only one mode

2 Symmetrical about the mean

3 Uniquely defined by its mean and standard deviation

4 The total area is equal to one

5 The area between any two values of a variable equals the

probability of observing a value in that range when randomly selecting an observation from the distribution

6 The area between the mean and a given number of standard deviations from the mean is the same for all normal

distributions

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The Normal Distribution To gain an appreciation of

| | a normal distribution

The Standard Normal Distribution

°ồ The same features as any normal distribution

¢ The mean is equal to zero

¢ The standard deviation is equal to one

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X = value of the variable

= mean of the variable standard deviation of the variable

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Sampling Distributions To understand population, sample,

| Of The Mean | and sampling distributions

Sampling Distribution of the Sample Mean

A frequency distribution of the means of many sample means from a given population

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Sampling Distributions To understand population, sample,

| Of The Mean | and sampling distributions

lí the samples are sufficiently large and random, the

resulting distribution of sample means will approximate a

normal distribution

The distribution of the means of a large number of random samples taken from virtually any population approaches a normal distribution with a mean equal to anda standard deviation equal to:

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m——— x Learning Objectives

Sampling Distributions To understand population, sample,

| Of The Mean | and sampling distribution

The Standard Error of the Mean

Applies to the standard deviation of a distribution of sample means

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ee ~—s Learning Objectives

Sampling Distribution of To understand population, sample,

| the Mean | and sampling distribution

Making Inferences on the Basis of a Single Sample

A 68 percent probability that any one sample from a

population will produce an estimate of the population mean that is within plus or minus one standard deviation of the

population mean

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Sampling Distributions To distinguish between point and

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Sampling Distribution of To recognize problems involving

| the Proportion | sampling means and proportions

A relative frequency distribution of the sample proportions of

a large number of random samples of a given size drawn

from a particular population

1 Approximates a normal distribution

2 The mean proportion is equal to the population

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Sampling Distribution of To recognize problems involving

| the Proportion | sampling means and proportions

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es = Learning Objectives

Determining Sample Size To recognize problems involving

Problems Involving Means

The formula for calculating the required sample size for problems that involve the estimation of a mean:

= population standard deviation

E = acceptable amount of sampling error

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es = Learning Objectives

Determining Sample Size To recognize problems involving

Problems Involving Proportions

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es = Learning Objectives

Determining Sample Size To recognize problems involving

Determining Sample Size for Stratified and Cluster

Sample

¢ Beyond the scope of this text

Determining How Many Sample Units You Need

¢ Don't want to pay for more numbers than needed

¢ Don't want to run out of numbers.

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es = Learning Objectives

Determining Sample Size To recognize problems involving

Population Size and Sample Size

Make an adjustment in the sample size if the sample size is more than 5 percent of the size of the total population

Finite Population Correction (FPC)

An adjustment in cases where the sample is expected to be equal to 5 percent or more of the total population (N-n) / (N-1)

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es = Learning Objectives

Determining Sample Size To recognize problems involving

Adjusting for a sample that is 5 percent or more of the

population and dropping the independence assumption:

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es = Learning Objectives

Determining Sample Size To recognize problems involving

Heducing the required sample size using the Finite

Population Correction

nN N+n -1

where:

n' = revised sample size

n = original sample size

N = population size

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| SUMMARY |

¢ Determining Sample Size for Probability Samples

¢ Methods for Determining Sample Size

* The Normal Distribution

¢ Population, Sample, and Sampling Distributions

¢ Sampling Distribution of the Mean

¢ Sampling Distribution of the Proportion

¢ Sample Size Determination

¢ Statistical Power

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The End

Copyright © 2004 John Wiley & Sons, Inc.

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