The sampling plan of the quantitative research (Survey) Given the research questions and problem

identification, who would be the best sample approach?

Probability sampling – stratified random sampling

Kind of research in practice Survey

Demographic Danish women in the age of 22-30, who listens to

podcasts. It can both be heavy and light users, although heavy users are preferred.

Location of the research On the digital platform, Facebook.

How to ensure it is representative It would be preferable to have participants within the entire age-spectrum, scattered across the entire country. It cannot be entirely

representative, as that would require that close to all millennial Danish women responded to the survey.

Data quality concerns and acceptable levels of

sampling error - The respondents will probably be in the

age range of the researcher, as the respondents are part of the researcher’s network on social media.

- Another factor is that the researcher likely will know some of the respondents personally

- Perhaps, some respondents will answer what they think will be perceived as correct, trendy or what the researcher wants to hear.

- People outside of the target group might answer the survey

How to compensate for these concerns - The last concern will be compensated for, as the introduction states that the participant should be honest and that there are no wrong answers

- In the end of the survey, the respondent will have the opportunity, if they have anything to add to their answers.

- Although some of the participants may be around the same age as the researcher, they are still part of the target group (22-30)

- If the respondents are not in the age range of 22-30, the survey will end.

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Appendix 2: The sampling plan of the qualitative research (Exploratory Workshop) Given the research questions and problem

identification, who would be the best sample approach?

Nonprobability sampling – convenience sampling

Demographic Danish women in the age of 22-30, who listens to

podcasts. It can both be heavy and light users, although heavy users are preferred. Preferably from all parts of the country (Jutland, Funen and Zealand).

Kind of research in practice Exploratory workshop, based on the design thinking process.

Location of the research In my friend Marie Louise’s apartment in the Center of Copenhagen.

How to ensure it is representative It would be preferable to have participants within the entire age-spectrum, scattered across the entire country. It cannot be entirely

representative, as that would require that close to all millennial Danish women participated in these workshops, which cannot be done due to lack of time and resources.

Data quality concerns and acceptable levels of

sampling error - The participants will probably be in the

same age range of the researcher, as the participants are part of the researcher’s social network.

- Another factor is that the researcher likely will know some of the participants

personally, which can affect the researcher’s behavior towards the participants

- Perhaps, some participants will answer what they think will be perceived as correct, trendy or what the researcher wants to hear.

- Participants may be shy and not share all of their thoughts with the group and researcher.

How to compensate for these concerns - The researcher will take time to make an introduction in the beginning of the workshop, letting the participants know that it is a space for exploration and dialogue, and that the researcher

encourages the participants to speak their mind and to be honest. And that there are no wrong answers.

- The researcher will use the fact that she knows some of the participants in a positive manner to make the participants feel comfortable in the workshop

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environment but try not to let the researcher’s bias affect the participants otherwise.

Appendix 3: The sampling plan of the qualitative research (Written Focused Interview with Mørkeland) Given the research questions and problem

identification, who would be the best sample approach?

Nonprobability sampling – snowball sampling

Demographic Kristine and Camilla, whom are the two female

podcasters behind the podcast, Mørkeland. They are both from and based in Copenhagen.

Kind of research in practice Written focused interview Location of the research Written interview by email.

How to ensure that it is representative It cannot be representative for all podcasters, as there are thousands of podcasters with different mindsets, podcast topics and other interests and motivation behind the podcast, moreover with another target group than Mørkeland. Although, it is an actuality-representation of what is popular in Denmark among millennial women in 2019, as their podcast currently is the most popular in the country.

Data quality concerns and acceptable levels of

sampling error - They might want to be presented or

appear in a certain way that perhaps will make them answer more politically correct than what might have been their answers in another context.

- They may have interesting points that are not in the written interview, if the

researcher does not include that question or interpretation in the interview.

- As the most popular podcast in Denmark, they might have a quite stressful and busy work schedule, which means that they might not spend so much time answering the interview-questions.

How to compensate for these concerns - The researcher has asked the interviewees to go beyond the questions, and to feel free to add comments, thoughts, feelings or other interpretations that the questions doesn’t lead up to.

- The researcher has let the interviewees know that they can get access to the results of the workshop and master thesis after the hand-in, which hopefully will make them interested in spending time on their interview.

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