For instance if the total number of participants will be 1000 then a thousand

For instance if the total number of participants will

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For instance, if the total number of participants will be 1000, then a thousand copies can be distributed in batches to reach out to as many people as possible. Another benefit that stems from the utilization of self-administered questionnaires is absence of the interviews effect (Bryman & Bell 2015). In many studies, the characteristics of the interviewer may affect the nature of the answers given by the respondents. For instance, characteristics such as ethnicity, race, gender, and socioeconomic status of the interviewer and the interviewee might make it uncomfortable for the respondent to provide accurate answers that are from deep inside them (Bryman & Bell 2015). Therefore, since there is no interviewer present when self-completion questionnaires are filled, the respondents feel comfortable and at ease to give their genuine answers. 3.5. Sampling Approach The main sampling technique that will be used is random stratified sampling. The main reason why this sampling procedure has been selected is that it gives room for reference data to be gathered at the same time. Thus, stratified random sampling, in which minimum numbers of samples are picked from each stratum, is normally commendable (Congalton & Green 2008). The idea of randomness will be of central issue when undertaking almost any statistical evaluation since a random sample is on in which each member of the population has an equal and independent opportunity to be selected to participate in the study. Therefore, although it will be stratified in nature, the element of randomness ensures that biases will be eliminated when selecting samples. In addition, the study will ensure that there will be no problems experienced during the process of accessing samples.
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DIGITAL MARKETING AND CONSUMER BEHAVIOR 36 3.6. Sample Size This study will target a total of 1000 participants. Out of this number, 500 will be men, while the rest will be women. This strategy is based on the concept of homogeneity and heterogeneity. In stratified random sampling, the elements in the population are divided into homogenous groups known as strata (Bajpai 2011). Thereafter, the researchers utilize simple random sampling approach to pick a sample from each of the strata. Each group will be known as stratum. In stratified random sampling, there will be need to ensure that the stratum is relatively homogenous, while the strata should contrast with each other. This method of dividing heterogeneous populations into relatively homogenous groups is known as stratification. The homogenous groups that will be identified in this study include men, women, youths, and elderly. 3.7. Access of Participants Two sites will be selected for the study. The participants will be informed prior to the research on the data, time and locations of the study. They will also be requested to provide their contacts such as telephone numbers and addresses to easily access them. For participants who might be unavailable, telephone or online interview options will be provided to them.
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