2.4.2. Participants, Sampling, Setting and Recruitment

The questionnaire was launched online and advertised online via social media platforms (LinkedIn™, Twitter™, Facebook™, and Instagram™) to recruit an opportunistic [32] self-selecting sample of participants. Inclusion criteria were over 18 years of age and resident in the UK. Social media was viewed as an appropriate way to recruit participants as it can be an accessible method of recruitment [33] to minimize researcher bias and potentially maximize distribution, particularly with some hard-to-reach populations [34].