EL DISCURSO INSTITUCIONAL DE LA UNED

Representative data is an important consideration to ensure generalisability of the findings to the population. The aim is of Stage One is to have a representative sample of the Turkish-Dutch population. The size of the Turkish-Dutch group in the Netherlands represents approximately 2.5% of the total population and is the largest group of immigrants with 12% of the total immigrant population in the Netherlands (CBS, 2013).

The CBS has registered Turkish-Dutch immigrants according to their generational status.

The 395,302 Turkish-Dutch individuals are represented by 50% first generation and 50%

second generation. The third generation is estimated at 17,797, however, the actual numbers are not known (CBS, 2013). (Chapter Three section 3.4.2). The Turkish-Dutch respondents to the email survey comprise individuals born in Turkey as well as those born in the Netherlands. The demographic profile of the respondents is illustrated in Table 8.

Table 8. Profile of Respondents

Demographic Characteristic Number of Cases Total (%) Gender

Male 111 56.3

Female 86 43.7

Birth Place

Turkey 83 42.2

The Netherlands 110 55.8

Others 4 2.0

Birth Year

1945- 1960 21 10.7

1961- 1970 33 16.7

1971- 1980 54 27.4

1981- 1990 69 35.0

1991- 1998 20 10.2

Education

Elementary 23 11.7

High school 108 54.8

Higher Education 66 33.5

Occupation

Student 22 11.2

Employee 133 67.5

Entrepreneur 42 21.3

County

Region 1 Noord-Holland 40 20.3

Region 2 Randstad 30 15.2

Region 3 Utrecht & Zuid-holland 59 30.0

Region 4 Zeeland +West-Brabant 12 6.1

Region 5 Noord-Brabant 12 6.1

Region 6 Limburg & Zuid-Gelderland 15 7.6

Region 7 Overijssel en Twente 17 8.6

Region 8 Friesland 8 4.1

Region 9 Groningen 4 2.0

Total Cases 197 100%

The sample was selected based on the characteristic of “having a Turkish background”.

The screening criteria used in this study reflects the target population. All individuals within the target population have the common characteristics to be Turkish or have a Turkish background i.e. Turkish-Dutch individuals resident in the Netherlands. The sample is representative of the population from which it was drawn and meets the minimum size requirement for statistical analysis.

The incomplete population coverage and small response percentage are understandable, because complete and up-to-date lists of the populations of interest are rare and some elements in the target population have a limited probability of selection (Lavrakas, 2008). In this study, participants were selected through an existing database provided by a professional firm in the Netherlands (see Chapter Three), therefore those individuals who are in the potential target population but not included in the database had a zero chance of inclusion in the survey.

The resources (time and money) available for data collection, generated a sample of 197 respondents. This is a sufficient size for conducting an EFA and meets the minimum requirement of 100 (Hair et al., 2010). The data collection demonstrated the potential ease of respondent access and participation. Turkish-Dutch immigrants are strongly represented in Amsterdam, Rotterdam, The Hague and Utrecht (CBS, 2013). Sample representatives reflect the characteristics of the population from which the sample is taken. The pilot meets the criteria of representativeness of the target population in the large cities as well as the other regions in the Netherlands and therefore ensures sampling adequacy. According to the CBS (2013) statistics, approximately 400,000 Turkish-Dutch immigrant individuals are resident in the Netherlands and gender is represented approximately equally (e.g. Male 204,133, Female 191,169). The sample selected is slightly higher in terms of male participants, but demonstrates spread in terms of age, occupation, education and location within the Netherlands.

A review of similar research with ethnic consumer measuring which was used as a guide to an adequate sample size (Arends-Toth and van de Vijver, 2004; Laroche et al., 2009;

Cleveland et al., 2013; Jamal and Shukor, 2014) indicates that the elements of the sample employed in this study are representative for the target population. Thus, this study can extend the sample findings to the target population with relatively limited concerns about sample bias.

In this study, various scales of measurement instrument are claimed to be in a factor structure of a set of variables. The original measurement structure may not apply to the

present participant population within the chosen new research setting, i.e. Turkish-Dutch residents in the Netherlands. Secondly, where the measurement structure has been changed through translation (Van de Vijver and Leung, 1997) the validity and generalisability of the measurement scales within the new setting can be measured objectivity by means of EFA.

It is argued that a universal measure of acculturation does not exist (Celenk and van de Vijver, 2014). The most commonly applied scales in this research area are used among Asian, Hispanic and African-Americans participants. Celenk and van de Vijver (2011) extended the content analysis of acculturation scales by Zane and Mak (2003) and made recommendations to conduct a multivariate analysis (e.g. factor analysis) on the items or subscales and to test the validity of measures. In Stage One, this will be achieved through the application of an Exploratory Factor Analysis.

The factor analysis considers all item responses towards the dependent and independent variables separately. In the literature review in Chapter Two it was pointed out that acculturation and therefore home and host culture effects consumer behaviour (Deshpande et al., 1986; Peñaloza, 1994; Luna and Gupta, 2001). To address the gap identified by Ogden et al. (2004) and found in literature (see Chapter Two) this study takes an integrative approach to acculturation (e.g. private and public life domain; ethnic identity; language; media use) and examines immigrants’ acculturation and individual values (e.g. culture).

Three Factor Analyses are conducted. The acculturation measurement instruments will be used in one Factor Analysis (FA) (Acculturation Factor Analysis) (section B and C). A second FA (Culture Factor Analysis) used culture measurement instruments, Schwartz’

Individual Values (PVQ) (Section D). The dependent variables of food and entertainment are used in the final FA (section A).