A convenience sampling method was adopted because no adequate sampling frame was available. To reduce implicit sample bias, we extracted a series of random numbers; adopting the method currently accepted in wine festivals (Bruwer Kelley, 0000; Bruwer, 0000; Bruwer Sigala, 0000), we applied said numbers by counting the people as they were buying a ticket for beer or food tasting and asking the ones – who matched our pre-selected number – to complete the
questionnaire. When the selected person refused to fill out the questionnaire, the researchers moved on to people matching the next random number. For the same reason and to reduce the possibility that researchers or other people would influence the answers, a self-administered questionnaire was provided (Nederhof, 0000). The questionnaires were distributed directly to the respondents by ten field researchers.