Task: Recommend an appropriate sampling plan. In your answer discuss the advantages and disadvantages of your recommended sampling method. You should discuss and justify your recommendation using theory, show how your recommended approach would address the research question 2.

Research's objective: Xav is a social enterprise start-up in Melbourne that sells candles ("tins of courage"), diffusers and wax tablets. They give a percentage of their profits to raise awareness and funds for childhood cancer research, charities and directly to families experiencing childhood cancer. They operate online 100%. The company currently plans to expand their product line; hence, they need this market research to support the launch of an expanded product range over the next 12 months and the development of a communication strategy related to their brand story and how Xav contributes back to the community. They are planning to conduct marketing research with homewares consumers in Australia. An exploratory, qualitative study research must address the following questions:

1. What elements of a social enterprise's brand story resonate most with consumers? How can a social enterprise communicate their social impact to most effectively engage with consumers?
2. How can the company integrate their brand mascot (below) into their product range and communication strategy to most effectively engage with consumers?

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