1 CHAPTER 1 SCOPE OF THE STUDY 1.1 INTRODUCTION ...

) Qualitative Research“Qualitative research approaches have traditionally been favoured when the mainresearch objective is to improve the understanding of a phenomenon, especially whenthis phenomenon is complex and deeply embedded in its context” (Dunnagan, et al;1997:7).Methods usually used to collect qualitative data include interviews, focus groups, directobservation and written documents. It is effective for determining why and how changeshave taken place (Dunnagan, et al; 1997:9). Qualitative methods produce greaterdetailed information from a much smaller sample size, which is purposefully notrandomly selected (Dunnagan, et al; 1997:9).c) Chosen Research ParadigmFor the purposes of this research paper a qualitative research design will be followed.Experienced and knowledgeable respondents currently involved in the Ethnic cosmeticand toiletry industry of South Africa will be interviewed through the use of a selfconstructed, structured questionnaire, based on the literature review.1.4.2 The sampling designSampling is the act, process, or technique of selecting a suitable sample. The purposeof the sample is to draw conclusions about the population’s characteristics by directlyobserving only the sample of the population (Mugo, 2008).The two main categories of sample methods are Probability Sampling and Non-Probability Sampling.5