Research & Evidence

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40 results
  1. MSC-P-001How do you turn a marketing claim into a testable question?Decision Science
  2. MSC-P-002Correlation or causality: what can an analysis actually support?Marketing Measurement
  3. MSC-P-003How should uncertainty in a marketing result be expressed?Decision Science
  4. MSC-P-004Statistical significance or effect size: which result should be interpreted?Decision Science
  5. MSC-P-005How do you measure a marketing construct that is not directly observable?Market Research
  6. MSC-P-006How do you design and validate a measurement scale?Market Research
  7. MSC-P-007Alpha or omega: how should scale reliability be assessed?Market Research
  8. MSC-P-009PCA, EFA or CFA: which method should you choose?Market Research
  9. MSC-P-010When should you run a marketing experiment?Marketing Measurement
  10. MSC-P-011How do you design an A/B test that actually estimates an effect?Marketing Measurement
  11. MSC-P-012How many observations does an experiment need?Decision Science
  12. MSC-P-013How do you measure campaign incrementality with a control group?Marketing Measurement
  13. MSC-P-017How do you detect selection, contamination and attrition in an experiment?Marketing Measurement
  14. MSC-P-018Predictive or causal regression: what are you trying to estimate?Marketing Models
  15. MSC-P-019How do you diagnose a marketing regression before interpreting it?Marketing Models
  16. MSC-P-022How do you estimate price elasticity and its uncertainty?Pricing Science
  17. MSC-P-026Logit vs Probit: how do you choose for purchase probability?Customer Science
  18. MSC-P-029Which customers have the highest probability of churn?Customer Science
  19. MSC-P-027TAM, UTAUT or UTAUT2: which framework should be used to study technology acceptance?Market Research
  20. MSC-H-001Measurement and causality: how can a marketing effect be established?Marketing Measurement
  21. MSC-H-002Marketing response models: shape, delay and saturationMarketing Models
  22. MSC-H-003Pricing science: connecting price, demand and contributionPricing Science
  23. MSC-H-004Customer and choice science: behavior, value and heterogeneityCustomer Science
  24. MSC-H-005Measurement science: building valid indicatorsMarket Research
  25. MSC-H-006Statistical decision methods: choose, quantify, validateDecision Science
  26. MSC-P-008How do you validate a marketing measurement scale?Market Research
  27. MSC-P-014How do you design a marketing geo experiment?Marketing Measurement
  28. MSC-P-015How do you estimate an effect with difference-in-differences?Marketing Measurement
  29. MSC-P-020How do you address price endogeneity?Pricing Science
  30. MSC-P-021Fixed or random effects: which panel model should you choose?Marketing Models
  31. MSC-P-023How do you estimate a demand function?Pricing Science
  32. MSC-P-024How do you simulate a price-volume-margin scenario?Pricing Science
  33. MSC-P-028How do you estimate CLV with BG/NBD and Gamma-Gamma?Customer Science
  34. MSC-P-030How do you analyze retention with a survival model?Customer Science
  35. MSC-P-031How do you build a useful customer segmentation?Customer Science
  36. MSC-P-032How do you test segmentation stability?Customer Science
  37. MSC-P-033How do you validate a marketing forecast?Decision Science
  38. MSC-P-034How do you build a Monte Carlo simulation for a marketing decision?Decision Science
  39. MSC-P-035How do you model saturation and adstock?Marketing Models
  40. MSC-P-039Which statistical test should you choose?Decision Science
All methods
METHOD DOSSIERMSC-P-012Experimentation and causality

How many observations does an experiment need?

Sample size depends on baseline rate or variance, MDE, alpha, power, allocation, attrition and clustering. It is calculated before the test and rounded up.

Direct answer

Size a test for a predefined minimum effect.

Sample size depends on baseline rate or variance, MDE, alpha, power, allocation, attrition and clustering. It is calculated before the test and rounded up.

Model or deliverablen ≈ [z₁₋α/2√(2p̄(1−p̄)) + z₁₋β√(p₀(1−p₀)+p₁(1−p₁))]² / (p₁−p₀)²

Cohen, 1992

ESTIMAND

Estimation profile

Unit of analysis
Assigned unit × group × periodControlled scientific terminologyrandomization unit per arm
Exact estimand
n per arm for a binary outcome, MDE, α and 1−β; equal allocation, normal approximation
Model or deliverable
n ≈ [z₁₋α/2√(2p̄(1−p̄)) + z₁₋β√(p₀(1−p₀)+p₁(1−p₁))]² / (p₁−p₀)²

01—08

Verifiable analysis framework

  1. 01
    Question

    How many observations does an experiment need?

  2. 02
    Estimand

    n per arm for a binary outcome, MDE, α and 1−β; equal allocation, normal approximation · randomization unit per arm

  3. 03
    Data

    baseline_rate · target_rate · MDE · alpha · power · allocation · attrition · design_effect

  4. 04
    Model or deliverable

    n ≈ [z₁₋α/2√(2p̄(1−p̄)) + z₁₋β√(p₀(1−p₀)+p₁(1−p₁))]² / (p₁−p₀)²

  5. 05
    Declared calculation

    n ≈ [z₁₋α/2√(2p̄(1−p̄)) + z₁₋β√(p₀(1−p₀)+p₁(1−p₁))]² / (p₁−p₀)²n per arm for a binary outcome, MDE, α and 1−β; equal allocation, normal approximation

  6. 06
    Uncertainty checks

    Two-sided binary-outcome approximation · Equal allocation · Round upward and adjust for attrition and clustering

  7. 07
    Method-specific validation

    Check data, estimate stability and interpretation limits. Two-sided binary-outcome approximation · Equal allocation · Round upward and adjust for attrition and clustering

  8. 08
    Limitations

    Use observed post-hoc power as evidence.

Required variables

  • baseline_rate
  • target_rate
  • MDE
  • alpha
  • power
  • allocation
  • attrition
  • design_effect

Checks · Controlled scientific terminology

  • Two-sided binary-outcome approximation
  • Equal allocation
  • Round upward and adjust for attrition and clustering
Possible decision

Size a test for a predefined minimum effect.

Not supported

Use observed post-hoc power as evidence.

Scientific sources

1 source

  1. Cohen, 1992

Dataset · Tool

Tool · MSC-T01A/B sample size

Method connections

Parent territoryStatistical decision methods: choose, quantify, validate

Read next

MSC-P-011How do you design an A/B test that actually estimates an effect?MSC-P-013How do you measure campaign incrementality with a control group?MSC-P-003How should uncertainty in a marketing result be expressed?