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This is an exploratory type of research; this type of research generates a novel idea in

the domain of knowledge. It is primarily done for the purpose of finding anything new

in the subject arena and always tries to shed some light in the unknown domain of

knowledge. In this research, the researcher used quantitative method in collecting data

from the target population. (HubpagesInc. 2011). Among the reason why the

researcher chose the quantitative method was that most quantitative research

approaches, regardless of their theoretical differences, tend to emphasize that there

is a common reality on which people can agree (Carbondale et al, 2011).

Quantitative research involves the collection of numerical data in order to describe,

explain, predict, and or control phenomena of interest. (lynch 2000). Another

important factor that has led the researcher to use the quantitative research method

was its advantages; quantitative research involves large numbers of respondents,

typically 100 or more, and yields results that are representative of the total population,

the results are statistically reliable and the results are projectable to the population.

(lynch 2000).

On the other hand, the researcher did not brought qualitative research method in to

consideration due to the fact thatthey are unreliable predictors of the population

(lynch 2000). That is, they can expand our list of possibilities, but they cannot be used

to identify the best of the possibilities. The researcher alternatively selected Deductive

research approach as characterized by quantitative strategy, this is mainly because

Deductive reasoning works from the more general to the more specific(William

2006). Sometimes this is informally called a "top-down" approach. It begins with

thinking up a —
about a topic of interest, then narrowed down into more specific

—

 that can test, then narrowed down even further when 

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 to address the hypotheses (William 2006).

3.2 RESEARCH STRATEGY

The researcher had strategically strategized the research by collecting valid,

meaningful, and educating data from different sources available, these sources include

both primary and secondary information. These sources include textbooks,articles,

journals, newspapers, sites, studies, reports, and peoples experience. These sources

were either used directly, paraphrased, or the idea was used. Where their was need of

directly using the source, a proper recognition was provided for the author via in text

referencing. Considering the aim of the researcher ³consumer perception towards

slimming products and their side effects´, the researcher took in to account the

positivism philosophy. Positivist is one that is considered objective, detached and

structured by the researcher's views that test a hypothesis. It is usually associated with

quantitative data collection methods and statistical analysis (Ataide 2005).

In this regard, interviews, questionnaires, large-scale survey are used to research a

very wide range of topics. As a result, this lead to the use of statistical analysis. The

rationale that leads to the use of positivistis that all knowledge comes from 'positive'

information of observable experience. Scientific methods are the best way of

achieving this. All else is metaphysics (John 1865). A case study strategy has the

potentials of answering the entire why, what and how? Questions. As a result, the

researcher considers a case study strategy (Saunders et al., 2007).

3.4 ETHICAL ISSUES

For a better understanding of the concept of ethics in writing this research, the

researcher first took the definition of the term ethics in to account. (The

dictionary.com) defines ethics as the study of standards of conduct and moral

judgment; moral philosophy. According to this definition, ethics can be one of two

things: it can be something that you study and think about, or it can be a code that you

follow and live by. In this regard, it is important to emphasize on the ethicality of the

researcher on this research from the beginning to the end of this research. In an

attempt to do away with ethical problems in the research, the researcher set some

guiding principles on which he built his research. These ethical principles include:

Proper referencing, honesty, trust, considerations of ethical rights of other authors,

copy right, and recognizing other peoples for using their work and ideas.

The researcher used Harvard system in recognizing other peoples work that were used

directly, changed, or paraphrased. The reason why the researcher used Harvard

system is the ease of recognizing other people¶s work without having suffered looking

for it (Wells 2001). The researcher referenced all the work of others that were used in

the research and gave recognition to them; this is mainly because the researcher

doesn¶t want to be seen as biased and un ethical. Other than that, the researcher is the

sole owner of this research.




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researcher cannot find the data needed in secondary sources, (Yann 2011). Primary

data are data¶s that had never been gathered before, giving the researcher the

opportunity to find the data he needs to suit his purpose. (Yann 2011).Some of the

advantages of a primary data are its economic nature and lesser time consumption.

The researcher used a simple designed questionnaire in collecting first hand

information from the respondents.

?
 
á
 
—
: these are research reports that use primary data to solve

research problems, written for scholarly and professional audiences (Richard 2011).

The researcher read them to keep up with his field and use what he read to frame

problems of his own by disputing other researchers conclusions or questioning their

methods. The researcher also uses their data to support his argument, but only in

situations where he could not find those data in a primary source (Richard

2011).Examples of the secondary data used in this research include: Articles, journals,

books, e-books, company¶s websites, newspapers and reports.

3.4.3
 : the total number of this research population sample is 200 and exactly

200 questionnaires were designed and distributed to the target population sample in

order to find out ³the consumer¶s perception towards slimming products and their side

effects´ (Webster 1985).

3.5 LIMITATIONS OF THE STUDY

The research has certain limitations that need to be taken into account when

considering the study and its contributions, the research has focused on a phenomenon

that is a very extensive and major one ³ the consumer perception towards slimming

products and their side effects (Pauliina2003). The following are the limitations

encountered while completing the research.

a)p Diversity of the population sample: the target population sample used in the

questionnaire were both male and female aged 18 and above, the researcher

had to be conscious of time so as to reach the respondents in order to achieve

the exact response of 200.

b)p Collecting other peoples work (secondary data): this is yet another important

factor that limits the compilation of this research, secondary sources such as

reading journals, books, e-books, articles, newspapers and any other sources

available for this research has not been an easy one because it is either the

source does not contain available information or the source had to be paid

before one can view it.

c)p Language difference: the environment of which the questionnaires were

distributed speaks a different language from English. English was not the

common language; this has contributed a lot towards the limitation of the

study.




3.6 VALIDITY AND RELIABILITY

The idea behind reliability in this research is that any significant result was more than

a one-off finding, it is inherently repeatable. The research is conducted in such a way

that any other researcher must be able to perform exactly the same research under the

same conditions; researcher must generate the same results. This will reinforce the

findings and ensure that the wider community accepted the hypothesis (shuttleworth

2008). The researcher was very loyal and committed in finding out (the consumer¶s

perception towards slimming products and their side effects´. Consumer perception

and the factors that influence them were the independent variables, while slimming

products and their side effects were the dependent variables. (shuttleworth 2008).The

researcher used two ways likert scale and spss in an attempt to evaluate or measure

consumers¶ perception towards slimming products, and the factors that determines

consumer perception in buying slimming products (shuttleworth 2008).

Validity in this research encompasses the entire experimental concept (through

questionnaires) and establishes that all the results obtained met all of the requirements

of the research method. The researcher has made sure that all the results were great

and ensure that their were no sloppy and inconsistency in the design that will

compromise the researchers integrity in the eyes of the community (shuttleworth

2008). Internal validity and reliability were at the core of this research design.As it

has been mentioned in the first paragraph of this page, the researcher used spss to test

the reliability and validity of the data collected in order to be sure and consistent that

any similar research will yield the same results.

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