In order to collect primary data, the researcher has adopted the quantitative research which is to collect data among a large sum of participants. The quantitative research enables researcher to make use of law-like theories, concepts or models to specific cases. Thus, the quantitative research helps researcher to apply existing theories about UGC marketing and customer behaviour to investigate how the YouTube content influences customers. This finding can be generalized to represent a wider population when the sample is representative. This suggests that influence of YouTube on investigated consumers can be applied to describe the general public.
Primary Data Collection Tool and Participant: The data collection method used is primary research and this form of data collection ensures that data is more current and is specific to the point. The data is also valid, and the researcher will be able to avoid bias as could be the case when only secondary data is used. The online questionnaire survey has been used for data collection. The online questionnaire survey method is beneficial since researcher is saved from time and energy to reach out participants easily and conveniently without limitations of time and space. The sample size is set to be 100 due to the limited time and energy of the researcher. The potential participants are those aged above 18 years old who used to view YouTube content.
Sampling Method: The researcher made use of the convenience sampling method in order to cover a wide range of participants. The sampling method ensured a wide range of scope and geographic features of participants. Before issuing the questionnaire, the researcher conducted a pilot test by asking two friends to fill in the questionnaire. This is to proof read the questionnaire and checks the potential errors.
Questionnaire Design: The questionnaire was closed ended, so the participants will have to select the choices that are given to them and will not be able to present their own opinions or answers. This is a limitation, but by quantitative study design, this was the aim of the research. When designing the questions, the researcher has made use of the Likert questions so that consumers’ attitudes and actions can be scored on the Likert scale.