QUESTION 1 (25 Marks)

A study aims to analyze the consumer behavior of Pick n Pay customers at Gateway Mall. In this case:

1.1.1 Identify and explain the target population, as well as the sample for the study. Next, choose a sampling technique that will allow you to build a sample frame in order to yield the sample size you require. (5 marks)

1.1.2 Describe the research approach and instrument that would be most appropriate for this study. In addition, design the research instrument that you have described. (10 marks)

1.2 Accessing research participants can be very challenging in qualitative research. With reference to that, critique the participant observation and in-depth interviews as data collection methods. In your analysis, indicate some of the limitations associated with issues of credibility and bias in the methods described above. Suggest ways in which the limitations can be overcome.