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Figure 3.1: A Classification of market research designs (Malhotra and Peterson, 2006)

3.2 QUANTITATIVE DESIGN

The data for this study was gathered using a quantitative research design. Quantitative research is used to measure
data samples and adapt it to a larger audience (Malhotra, 2009). This study uses a survey approach to collect information from
the respondents using a questionnaire. A questionnaire survey will be sent to the sample and community chosen in response to
the surveys.
For respondents to grasp the study's complex terminology, researchers must provide the information in a clear and
comprehensible manner in order for them to commit to answering the surveys.

3.3 POPULATION AND SAMPLING

A research population is a large collection of people or items that are being studied by scientists. The purpose of
research is to help the general population. Nevertheless, because of the large size of populations, it is usually difficult for
researchers to evaluate each and every person in the community since it is too expensive and time-consuming (Explorable.com,
n.d.).
According to Saunders et al. (2016), sampling is the process of collecting data in order to analyse it. They moved on
to talk about various sampling methods. In this thesis, there were two types of sampling used. The interviews were conducted
using judgemental non-probability sampling to ensure that the firms were using influencer marketing. Judgmental non-
probability sampling is a method of handpicking individuals to guarantee a more sample size based on the researcher's needs
and viewpoint (Saunders et al., 2016). Random probability sampling was utilized for data mining. Random probability
sampling denotes that the sample was picked at random, with each example having the same probability of being picked
(Saunders et al., 2016).

Furthermore, the target population of this study are the teenagers and adults who are using social media from the age
18 to 45 who lives in Johor Bahru that has ever interacted or heard with Daughters of Malaya skin care company. Therefore,
the amount of sample of this research is 106. To support the research sample, and article called ‘The Impact of a Digital
Influencer to the Purchase’ by Maria Francisca Lies Ambarwati et.al. was used as reference which they distributed
questionnaire to 100 respondents who were the viewers of a video of an Indonesian beauty vlogger.

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