Chinese Strategic Decision-making on CSR by Shuo Wang

Author:Shuo Wang
Language: eng
Format: epub, pdf
Publisher: Springer Berlin Heidelberg, Berlin, Heidelberg

4.3.2.5 Sample Size Required

Howell (1992) elaborates that in PC studies, respondents will make a series of decisions, which are more stable than data obtained from traditional surveys. This is because each respondent contributes only one observation in traditional surveys. Karren and Barringer (2002) also stress that unless there is an obvious inconsistency among different participants’ responses, the PC studies might generate larger effect size than traditional approaches of research design.

It can be inferred that the power of a PC study relies on the number of scenarios used (Karren and Barringer 2002). Although a full crossed-scenario design may offer higher power, it results in participant fatigue, which reduces the reliability of measurement (Karren and Barringer 2002). As fractional scenario design is exploited to minimise fatigue, another approach to increase the power of the PC study is to utilise a large number of participants in the study (Cohen 1988). Karren and Barringer (2002) also exemplify several cases to demonstrate that a large sample is more effective to examine the individual difference between subjects.

To sum up, this section provided a comprehensive and detailed explanation of the scenario design process: the approach to dealing with the trade-off on the number of cues and number of scenarios, to determine cue ranges and demand effects, to generate fractional scenario design, to make cues uncorrelated, to minimise the start-up learning effect and participant fatigue. It also concluded that sample size was required in PC studies. Based on these research principles, the author will now illustrate the process of scenario design for the current study in greater detail.

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