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Sampling Method

3.4 Sampling Method.

Undoubtedly, a researcher cannot collect data from the overall target population due to the limitation of time and resources. As such, it is important to draw a sample, which is representative of the overall population. The sampling method could follow the probability or non-probability techniques. The probability sampling involves random selection of the research subjects. It entails assigning of equal opportunities to the participants using specific techniques such as stratification, simple random or cluster selection (Hussain and Shah 2012, p. 17). On the other hand, the non-probability sampling does not entail randomness. It uses techniques such as convenience, purposive, quota, and snowballing selections. This research will employ the simple random technique to sample 1000 consumers. The random sampling reduces bias and increases the representativeness of the study sample. The total response rate will be calculated by getting the ratio between the total responses and the difference between the sample size and the ineligible participants. Similarly, the active response rate will be the division of the total responses with the difference between the sample size and the unreachable added to the ineligible.

To facilitate the validity and reliability of findings, it will be important to apply a random sampling method. All the members of the selected sample will be given the same questionnaire to fill. Administration of the same instrument will allow comparative analysis of the responses and to measure the consistency and accuracy levels of the results. Both online and print scripts of the questionnaires will be used so as to……………………………………

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