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3.2 Research instruments 3.2.1 Population and sample Population, as defined by Malhotra (2006), is the collection of elements or objects that possess the information sought by the researcher, and about which inferences are to be made. This way, four dimensions are used to define population: its elements (object about which or from which the information is desired), sampling units (unit containing the element, that is available for selection at some stage of the sampling process), extent (refers to the geographical boundaries) and time (is the time period under consideration). For this dissertation, population is composed by Portuguese individuals aged 18 years old or over, that have an account on Instagram, considering only those that are active Instagram users and follow one or more Influencers on this social media platform. The present study uses a non-probabilistic convenience sample. According to Malhotra (2006), a convenience sample is of non-probabilistic nature, as the questionnaire was distributed among friends, family and colleagues. The convenience sampling technique is a non-probabilistic technique that seeks to obtain a sample of convenient elements, where the selection of sampling units is left to the researcher. The author highlights the least expensive, the least time-consuming and the most convenient as the main strengths of this sampling technique. 3.2.2 The survey This research used a structured and self-administered survey, which was built and distributed online, considering the information needs and the data collection method chosen. Moreover, it is possible through online surveys to build a proper questionnaire with several format and design questions. While addressing the questionnaire, recommendations by the authors Malhotra’s (1999) and DeVellis’ (1991) were followed to guarantee that the questions were as simple and clear as possible, to keep wording appropriate and also not too extensive in order to prevent that different meanings could create some confusion among respondents, resulting in incorrect answers. The first part of the questionnaire is meant to measure the filters needed to consider that survey response valid, followed by Instagram users’ perceived credibility to follow influencers. Afterwards, it is meant to measure the impact that perceived credibility of 35PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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