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Statistical Approaches to Determining Sample Sizes

Part 2. Marketing Research

  1. Wagner A. Kamakura

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem02015

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Kamakura, W. A. 2010. Statistical Approaches to Determining Sample Sizes. Wiley International Encyclopedia of Marketing. 2.

Author Information

  1. Duke University, Durham, NC, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Researchers who plan to draw inferences about the population from a random sample, must first determine how many members of the population should be sampled. To determine this, the researcher must specify the desired precision of the sample estimate, and confidence level associated with this estimate. If the purpose of the random sample is to test a hypothesis, the researcher must specify the desired statistical power for the test, as well as the acceptable risk of rejecting the null hypothesis when it is true (type I error). This essay explains how to determine the sample size for these two types of study.

Keywords:

  • sampling error;
  • confidence;
  • level;
  • statistical power;
  • sample size for different sampling techniques;
  • sample size for hypothesis testing