categories of pertinent sample characteristics that accurately reflect the population

(Davis, 2000; Zikmund, 2000). Each stratum included the same character of interest
that facilitated the systematic random sampling procedure (Churchill, 1991;
Malhotra, 2002). Every fifth firm from commercial importers and seven out of every
eight importers from industrial importers lists were drawn systematically for initial
contact. This method yielded an initial sample of 2000 importers (1500 commercial
and 500 industrial importers) to further verify their contact address and soliciting
participation.

4.2.2 Unit of Analysis

The unit of analysis refers to the extent to which the level of aggregation (Sekaran,
2000) or the level of investigation (Zikmund, 2000) of collected data focuses
specifically on objects or an object (entire organisation, department, groups,
venture/activity and individuals). As mentioned earlier, the three basic theories
(discussed in section 2.1.1, Chapter 2) have been used in examining firm-based
situations as a unit of analysis in different circumstances of buyer-seller relationship
behaviour either in theMd._Abu_Saleh_Thesis
internal or international context.2006
The summarised review in
Appendix 1 shows that all (32) commitment studies have investigated firm level
activity/buyer-seller relationship or commitment relationship as a unit of analysis.
While conceding previous trends in the reviewed studies, however, for the present
study, the unit of analysis is a specific commitment relationship between the importer
and supplier with respect to a specific major product importing activity. This was
intended to capture an importer’s perception of import venture with regards to a
certain significant supplier relationship.

4.2.3 Selection of Key Informants

As emphasised, it was imperative to select an appropriate knowledgeable key

informant who was engaged with the import decision making process (Kim and
Frazier, 1997) through verification of their relevant details (Skarmeas et al., 2002).
Such key ideal informant(s) should have some qualities such as direct involvement in
importing activities, in communicating and dealing with suppliers, in perceiving
market and supplier behaviour and should have experience dealing with foreign
markets. More specifically, as suggested by Mitchell (1994), the questionnaire was

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