CHAPTER THREE.docx - CHAPTER THREE 3.0 RESEARCH METHODOLOGY 3.1 Introduction This study seeks to analyse the impact of product packaging on consumer

CHAPTER THREE.docx - CHAPTER THREE 3.0 RESEARCH METHODOLOGY...

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CHAPTER THREE 3.0 RESEARCH METHODOLOGY 3.1 Introduction This study seeks to analyse the impact of product packaging on consumer choice of cosmetic brands. This chapter outlines the overall methodology to be undertaken for the purposes of this research; research design, population and sampling design, data collection methodology research procedures and the data analysis methods that governed this study. 3.2 Research Design Research design is described as the framework or plan for the study used as a guide in the collection and analysis of data. The research design used in this study was descriptive in nature. Cooper and Schindler (2003) describe a descriptive study as a method that tries to discover answers to the questions who, what, when, where and sometimes how. It assists in describing a subject often by creating a profile of a group of problems, people or events. The descriptive design involves evaluating how different factors are perceived by the consumers and how they affect their behaviour and choice. Since the study is aimed at analysing the influence of product
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