Sample Size and Sampling

Procedure
 Sample Design
• Objective:
• - To draw conclusions from a population
sample addressing research questions and
study goals.

• Focus:
• - Impact of advertisements on consumer
purchase decisions for detergent products in
Addis Ababa.
 Cochran's Formula
• Components:
• - Z: Value from Z tables (1.96) at 95%
confidence level
• - P: Population proportion (assumed to be 0.5
for maximum sample size)
• - q: (1 - p), the estimate of variance (0.5)
• - e: Desired level of precision (0.05)

• Calculation:
 Sampling Techniques
• Technique Used:
• - Stratified Random Sampling

• Reason:
• - Minimize bias and ensure the sample
accurately reflects the population's strata.

• Strata Generated:
• 1. Regular consumers
 Summary
• - Sample Size: 384 respondents
• - Sampling Technique: Stratified random
sampling
• - Strata: Regular consumers, occasional
consumers, non-consumers
 References
• - Data and methodology sourced from the
research document 'research..temesgen final
(2).pdf'.