Non-probability sampling method is
used in this study. Non-probability
sampling is a sampling technique where the probability of any objects being
chosen for a sample cannot
be determined. A main
pros of non-probability sampling is that it is cost- and time-effective
compared to probability sampling. It is easier to use and can be employed when
population to work with is very small, as is the case of this study. Additionally, non-probability
sampling uses non-random selection – it depends on the subjective view of the researcher, while probability
sampling does not.

 

More specifically, this study employs
quota sample (a type of non-probability sampling method), which is often used
in market research, where the groups (i.e. males and females) in the
sample are proportional to the groups in the population. That is, the relevant
factors such as gender, age, and family size are controlled to ensure the
proportion. This type of
non-probability sampling is useful when relevant control characteristics, such
as sex, age, and household size, are identified to ensure the sample presents
population regarding the factors of interest1.

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Following the criteria (quota and inclusion
criteria), a set of 35 questions were sent to selected subjects who satisfy all
requirements. The quota criteria are comprised of 3 factors: gender, family
size, and city. At least 50% of the sample was women, 30% was single
households, and nearly 80% of sample who grew up in developing cities in
Vietnam.

  

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