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reference)
Population and Sample
The population for this study comprises the diverse customer base of the Motor and Engineering
Company of Ethiopia (MOENCO), which includes potential and existing customers across various
demographics.
Specifically, the target population includes individuals who have engaged with MOENCO through
various channels, including social media platforms, the company's official website, and offline
promotional events. Given the expansive nature of MOENCO's operations in the automotive sector, the
customer base is geographically dispersed, including urban and semi-urban areas of Ethiopia where the
company has established a presence.
To ensure a representative sample, a stratified sampling technique will be employed. This approach will
enable the researcher to segment the population into distinct strata based on key demographic factors
such as age, gender, income level, and geographic location. By doing so, the study aims to capture a
comprehensive understanding of how different segments of the population perceive MOENCO's digital
marketing efforts and their influence on brand awareness.
The sample size will be determined using statistical formulas that consider a confidence level of 95% and
a margin of error of 5%. For the purpose of this research, a sample of 400 respondents will be targeted
to allow for robust data analyses and to enhance the reliability of the findings.
Participants will be recruited through online questionnaires distributed via social media channels and
targeted emails to existing customers, as well as through face-to-face interactions at MOENCO
dealership locations.
In addition to customer perspectives, interviews with MOENCO’s marketing team will also form part of
the sample population. Insights from marketing professionals will add a critical dimension to the
research, providing an organizational viewpoint on the digital marketing strategies employed and their
intended impact on brand awareness. By integrating both customer and business perspectives, the
study aspires to achieve a holistic understanding of the interplay between digital marketing efforts and
brand recognition in the context of MOENCO, ultimately allowing for actionable recommendations to
enhance marketing strategies and increase brand visibility in the competitive automotive market.
Sampling Technique
In this study, a purposive sampling technique will be employed to ensure that the participants selected
have relevant knowledge and experience related to the digital marketing strategies implemented by the
Motor and Engineering Company of Ethiopia (MOENCO). This method allows the researcher to focus on
individuals who are likely to provide rich, detailed insights into the effectiveness of digital marketing
practices on brand awareness.
The sample will comprise a cross-section of stakeholders, including marketing personnel at MOENCO,
customers who have engaged with the brand via digital channels, and industry experts familiar with
current trends in digital marketing. By choosing participants from these diverse groups, the study aims
to capture varying perspectives and experiences, which will contribute to a more comprehensive
understanding of the relationship between digital marketing strategies and brand awareness.
In this study, the researcher employed a stratified sampling approach integrated with the purposive
sampling design to ensure that the sample is representative. This involves dividing the target population
into distinct subgroups based on demographics such as age, gender, and geographic location which aims
to capture a comprehensive understanding of how different segments of the population perceive
MOENCO's digital marketing efforts and their influence on brand awareness. The researcher will then
purposively select participants from each subgroup to ensure that all relevant demographic profiles are
included in the research and also the participants selected have relevant knowledge and experience
related to the digital marketing strategies implemented by the Motor and Engineering Company of
Ethiopia (MOENCO). This method allows the researcher to focus on individuals who are likely to provide
rich, detailed insights into the effectiveness of digital marketing practices on brand awareness.
The sample will comprise a cross-section of stakeholders, including marketing personnel at MOENCO,
customers who have engaged with the brand via digital channels, and industry experts familiar with
current trends in digital marketing. By choosing participants from these diverse groups, the study aims
to capture varying perspectives and experiences, which will contribute to a more comprehensive
understanding of the relationship between digital marketing strategies and brand awareness.
Additionally, to further enhance the quality of the data, the researcher will aim to achieve data
saturation. This involves collecting information until no new themes or insights emerge from the
participants' responses.
By employing a combination of purposive and stratified sampling techniques, the study will achieve a
robust and nuanced understanding of how digital marketing impacts brand awareness at MOENCO,
allowing for effective recommendations and strategies to be formulated for enhanced marketing
effectiveness in the future. Ultimately, the findings will not only provide insights for MOENCO but may
also contribute to the broader field of digital marketing, particularly in the context of emerging markets
like Ethiopia.
The sample size will be determined using statistical formulas that consider a confidence level of 95% and
a margin of error of 5%. For the purpose of this research, a sample of 400 respondents will be targeted
to allow for robust data analyses and to enhance the reliability of the findings.
Stratified random sampling approach is more suitable for sampling large consumer populations. It
entails dividing the population into mutually exclusive groups and drawing random samples from each
group.
Judgement sampling is type of non probability sampling that relies on sound judgments
or expertise. It depends on selecting elements that are believed to be typical or
representative of the population in such a way that errors of judgement in the selection will
cancel each other
out.
Furthermore, it is essential to address potential biases that could arise in the sampling process. The
researcher will implement a transparent selection criterion and maintain a reflexive approach
throughout the data collection phase to acknowledge any preconceived notions that might influence
participant selection. By engaging in careful participant selection and implementing methodological
rigor, the research findings will be strengthened, promoting reliability and validity in assessing the
impact of digital marketing on brand awareness in the case of MOENCO. Ultimately, the findings will not
only provide insights for MOENCO but may also contribute to the broader field of digital marketing,
particularly in the context of emerging markets like Ethiopia.
