The Use of Program Bayes in the Teaching of Sample Size Determination in Survey Research

Resumen

The teaching of the typical marketing research course requires discussion of sample size determination. Unfortunately, the treatment of the determination of the necessary sample size is either extremely brief or entirely omitted in the majority of the texts in the area (for example, Buzzell, Cox, and Brown, 1969; Luck, Wales, and Taylor, 1974; and Wentz, 1972).