The statistical approaches to determining sample size are based on confidence intervals.

These
approaches may involve the estimation of the mean or proportion. When estimating the mean,
determination of sample size using a confidence interval approach requires a specification of
precision level, confidence level, and population standard deviation. In the case of proportion,
the precision level, confidence level, and an estimate of the population proportion must be
specified. The sample size determined statistically represents the final or net sample size that
must be achieved. In order to achieve this final sample size, a much greater number of potential
respondents have to be contacted to account for reduction in response due to incidence rates and
completion rates.

Non-response error arises when some of the potential respondents included in the sample did not
respond. The primary causes of low response rates are refusals and not-at-homes. Refusal rates
may be reduced by prior notification, motivating the respondents, incentives, proper
questionnaire design and administration, and follow-up. The percentage of not-at-homes can be
substantially reduced by callbacks. Adjustments for non-response can be made by subsampling
non-respondents, replacement, substitution, subjective estimates, trend analysis, weighting, and
imputation.

The statistical estimation of sample size is even more complicated in international marketing
research, as the population variance may differ from one country to the next. A preliminary
estimation of population variance for the purpose of determining the sample size also has ethical
ramifications. The Internet and computers can assist in determining the sample size and
adjusting it to a count for expected incidence and completion rates.