The research could be improved by using stratified sampling, which involves dividing the target population into subgroups or strata (such as age or gender) and then randomly selecting participants from each group in proportion to their size. this would ensure the sample is more representative of the overall population, reducing bias compared to opportunity sampling. For example, if the study wanted to include people from different age ranges who visit shopping centre, stratified sampling would give each group a fair chance of being included. This would increase the generalisability of the findings, making the results more reliable and valid.
