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researchers to test and tweak their interview to obtain the most relevant answers to the study. After having conducted a pilot study, the researchers deemed their questions and structure highly applicable and relevant, and thus only minor tweaks were made before conducting the final interviews. 3.2.2 Sampling Approach Participants were chosen based on the three following characteristics: using TikTok, Gen Z, and being born in Sweden. Because the target population had defining characteristics, the sampling approach did not allow for the use of random sampling techniques. Therefore, a non-probability purposive sampling approach had to be applied. The identified target group is the most representative group that the researchers may draw practical implications for. Due to the Covid-19 pandemic, the sampling approach became affected. The initial plan was to visit schools in order to obtain a larger sample of participants in the form of focus groups with the required characteristics. However, due to the outbreak of the virus, it was deemed both inappropriate and impossible to get a focus group while people were in quarantine. The final sample for the study was therefore obtained by using each researcher's network to track down participants. Thus, a combination of sampling approaches such as snowball sampling, voluntary sampling and convenience sampling was used to obtain the most representative sample possible given the circumstances. 3.2.3 Semi-structured Interviews In accordance with the aforementioned, video-conference interviews were chosen as the second- best option, as it would still allow researchers to get a holistic response as they could still identify non-verbal cues. While interviews may lead to a smaller breadth of answers than focus groups, it allows for the researchers to gather much deeper and richer responses and subjective qualitative data that will be used to draw meaningful connections to the research questions. As the nature of a phenomena is difficult to understand in its entirety at a glance, the researchers guided the conversation by asking semi-structured open-ended questions to allow the conversation to transpire beyond the superficial. 26PDF Image | It’s time to TikTok
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