3.
6 Population and Sampling
The Mumbai Metropolitan Region (MMR) comprises several administrative
zones, including the City District (South Mumbai), the Suburban District
(Western and Eastern Suburbs), and the extended metropolitan areas of
Thane and Navi Mumbai. Given this geographical diversity, the study sought
to include retailers from varied business sectors and locations in order to
obtain a comprehensive representation of digital payment users.
For the purpose of this study, the sampling unit was defined as an individual
retailer or small business owner who currently uses, or has the potential to
use, digital payment systems. This includes independent shop owners, store
managers, and decision-makers responsible for adopting or managing
payment technologies within their establishments. Each sampling unit
contributed one response to the dataset. A total of 600 retailers were
selected using non-probability quota sampling, a purposive method
designed to ensure adequate representation across relevant categories.
3.6.1 Sampling Method
The study employed a non-probability convenience sampling
technique. Retailers were approached based on their accessibility,
availability, and willingness to participate. Due to the varied business hours,
operational constraints, and high dispersion of retail establishments across
Mumbai, probability-based sampling techniques were considered impractical.
Consequently, convenience sampling was the most feasible approach for
obtaining responses from active users of digital payment systems operating
under the Digital India Mission framework.
A pilot study involving 52 respondents was conducted to determine
preliminary variability in the data. The analysis yielded an average
standard deviation of approximately 5.1, which was subsequently used
to estimate the required sample size for the main study.
Sample Size Determination
The sample size was computed using the standard formula for estimating
means:
( )
2
z⋅ σ
n=
E
Where:
z=1.96 corresponds to the 95% confidence level,
σ =5.1 is the standard deviation derived from the pilot study,
E=0.5 represents the acceptable margin of error.
Substituting these values:
( )
2
1.96 ×5.1
n= ≈ 400
0.5
Thus, a minimum sample size of approximately 400 respondents was
required. The final sample of 600 retailers exceeded this threshold, thereby
enhancing the robustness and reliability of the findings.
