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searching for fashion and beauty gurus on Twitter. I did not engage in the actual recruiting process via Twitter, rather, I used it as a secondary source to locate potential recruits, and navigated to their YouTube channel page from Twitter (as these social networking sites are often linked to one another). After discovering a handful of beauty and fashion gurus on Twitter, and exploring their YouTube channel pages, I made another list of potential recruits. Over the course of several weeks, I sent another surge of emails to my list of newfound contacts. This time I had better luck. In sum, I selected my three participants based on convenience. Therefore, a convenience (also known as availability) sample was utilized in that I interviewed three women who were available and willing to participate in my study. Wimmer and Dominick (2006) point out that the convenience sample technique has been criticized because it does not “represent the population and therefore have no external validity” (p. 91). Nonetheless, they also mention that “Proponents of using available samples claim that if a phenomenon, characteristic, or trait does exist, then it should exist in any sample” (p. 91). Given that this study explores a new area of research and my goal is to generate a preliminary understanding of what this virtual phenomenon is about, using a convenience sample was a logical and effective choice in my situation. The research subjects interviewed for this study include Euchante, a 19-year-old marketing student; EGheartsSSC, a 21-year-old psychology student at the University of California at Santa Barbara; and Jess, a 26-year-old nurse from the United Kingdom. Both Euchante and EGheartsSSC were found through Twitter and recruited after exploring their channel pages and haul videos on YouTube. Measurement and Data Collection The case study researcher must be strategic in his or her selection of case(s) and should use good judgment when choosing who and what exactly will be studied. As noted by Stake 50PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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