Therefore, the only way the researcher will include the opinions of the entire group is through sampling the larger population or group. But the generalization should only be based on the level of involvement of the population. Furthermore, the level of generalization depends over time on the people participating in the study (Will & Jan, 2002). Mostly random samples are used so that all participants are given the same chance to participate. Most quantitative consumer research conforms to statistical studies, but qualitative research is less concerned with control, but with interpretation of phenomena (Payne & Wansink, 2011,