Microsoft Word Bachelor-Thesis-bl-pi-klar docx

4.9.4 External validity
 
External validity is an issue that is concerned with the question that if the results of a research 
can be generalized. It includes the issue of how different people are selected for participation 
in the research. Apart from internal validity, external validity tends to be an issue for 
qualitative studies due to their inclination to apply case studies and small samples (Bryman & 
Bell, 2011). 
Generalizability was not possible for this study, due to the reason that investigation, purpose, 
target group, chosen products, etc., are typical for this field of research. External validity was 
included in order to present the other criteria Bryman & Bell (2011) mentions as criteria for 
quality in qualitative research.
 
 

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5 Empirical Investigation
 
The empirical investigation consists of primary data collected by ten semi-structured 
interviews conducted by the researchers. The collected material from the interviewees is 
divided and presented in the three components within brand loyalty; behavioral brand 
loyalty, cognitive brand loyalty, and emotional brand loyalty.
Interview introduction
 
All interviews started with a narrow explanation of both brand loyalty and low product 
involvement. This in order to make sure that the respondents would understand the questions 
and for the researchers to extract relevant information. The researchers had selected three 
different household products that the respondents could have in mind while answering the 
questions. The three products were dish soap, detergent and hand soap and these were chosen 
since research have shown that these are considered as low involvement products (Kapferer & 
Laurent, 1985). There has been ten different interviews conducted whence nine were women 
and one was a man.
In clarification for the reader, the facets compiled by Kapferer and Laurent (1985) and the 
facet price (Behe et al, 2015) are referred to as facets while other, new explored are referred 
to as factors.