Focus:

- Impact of advertisements on
consumer purchase decisions for
detergent products in Addis Ababa.

Formula Used:
- Cochran's (1977) formula for
unknown research population with
a vast sample frame.
- q: (1 - p), the estimate of variance
(0.5)
- e: Desired level of precision (0.05)

Calculation:
n = (Z^2 × P × q) / e^2 = 384.16

Sample Size:
- 384 respondents selected for the
study
- Minimize bias and ensure the
sample accurately reflects the
population's strata.

Strata Generated:
1. Regular consumers
2. Occasional consumers
3. Non-consumers
- Sampling Technique: Stratified
random sampling
- Strata: Regular consumers,
occasional consumers, non-
consumers
 - Data and methodology sourced
from the research document
'research..temesgen final (2).pdf'.