Patel & Davidsson (2003, s. 54) förklarar att generaliserbarhet handlar om huruvida resultatet från undersökningen kan generaliseras till hela populationen, andra situationer eller till andra grupper som inte ingått i undersökningens urval. En hög generaliserbarhet innebär att det krävs att urvalet är representativt för hela populationen och att respondenterna i urvalet har valts ut slumpmässigt (Patel & Davidsson, 2003, s. 54). I vår studie har vi genomfört ett slumpmässigt bekvämlighetsurval, vilket innebär att respondenterna för att ha en sannolikhet att delta i studien ska ha befunnit sig på någon utav de för studien utvalda butikerna vid tidpunkten för studiens genomförande. Då vi utfört ett bekvämlighetsurval innebär det att generaliserbarheten blir lägre, eftersom hela populationen inte haft samma sannolikhet att delta då vi aktivt valt ut respondenter som närvarat i butikerna. I vår studie har vi testat huruvida den ojämna könsfördelningen för stickprovet representerar hela populationen, men då värdena inte är signifikanta kan vi därmed inte uttala oss huruvida könsfördelningen av kunder på butikerna är ojämnt fördelad mellan könen. Bryman & Bell (2005, s. 125) förklarar att vid ett bekvämlighetsurval är det inte möjligt att generalisera resultatet då det inte går att säkerställa hur stor del av populationen stickprovet representerar.
I vår studie ämnar vi inte att generalisera vårt resultat då vi enbart har fokuserat på att jämföra tre olika Coop Forum butiker i Region Nord samt att ge konkreta rekommendationer huruvida de butikerna kan förbättra sin butikslojalitet. Urvalet vi gjort i vår studie har inneburit att vi enbart har undersökt aktiva kunder vid de för studien utvalda Coop Forum butikerna. Tidpunkten för de tre empiriska undersökningarna i Umeå, Örnsköldsvik och Östersund har inneburit att äldre målgrupper blivit överrepresenterade, vilket har inneburit att vi inte kan generalisera vårt resultat till alla målgrupper, det vill säga hela populationen.
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