International Marketing in Germany – From a cultural perspective

3
 
RESEARCH METHOD
This chapter describes the procedure of this thesis according to theoretical as well as 
practical aspects. Starting with a brief layout plan, research design and choice of design, this 
is followed by data collection. After reviewed theory under every subheading, we choose and 
explain our approach in consideration to the subject of the thesis. Thereupon, we explain how 
we performed the survey and evaluate and summarize the survey. Finally, the analysis and 
presentation of the collected data is discussed. 
3.1
 
Research Process
The purpose of research method is to show the process of the thesis so that others can 
replicate and evaluate the thesis under the same circumstances.
120
To get an overview over the 
process we have conducted a brief layout plan of the thesis shown on figure 3.1. In chapter 1-
3, we make use of explorative research focusing on research mainly through literature, 
databanks and internet. Thereupon, we move on with explorative research about German 
culture in chapter four and collecting data in a case study from representative companies in 
chapter five. Finally, we apply a descriptive approach in which we analyze and draw 
conclusions with regard to the collected data in chapter 6-7. 
Figure 3.1 Overview of the Research Process 
120
Backman, J., 
Rapporter och Uppsatser,
(1998), p. 37 
Research 
Explorative Research 
•
Literature 
•
Databanks 
•
Internet 
(Chapter 1-3) 
Research
Explorative Research 
•
German Culture 
(Chapter 4) 
Analysis 
and 
Conclusion 
Descriptive Research 
(Chapter 6-7) 
Data Collection 
Case Study 
•
Interviews 
(Chapter 5) 

---

36