International Marketing in Germany – From a cultural perspective

3.3
 
Data collection 
In the following we review methods of data collection such as the qualitative and quantitative 
methods and types of data sources such as primary and secondary data. 
3.3.1
 
Qualitative and Quantitative Method
The two data collection methods, qualitative and quantitative method are both useful in the 
process of an essay. However, their appropriateness varies according to the type of survey. 
Qualitative method 
Qualitative method works through questioning a few individuals that have relevant 
knowledge. This can be done in small groups or in individual deep interviews. It focuses on 
why something is happening.
128
However, it is important to consider is that the researcher 
conducting qualitative methods are also instruments of the data collection, since they interpret 
the interviews.
129
This implies that the way the researcher focuses on and experiences data 
influences the results and the meanings of the survey.
130
Quantitative method 
Quantitative method consists of questioning many individuals to be able to explain what is 
happening and the frequency of it. It makes use of formal and structured research procedures 
so that possible bias in the data is reduced.
131
3.3.2
 
Data Sources 
There are two types of data sources: primary data and secondary data. Both are briefly 
explained in the next parts. 
Primary Data 
Primary data is information that previously hasn’t been collected or published. Common 
methods are questionnaires, interviews, accountancy and direct observation.
132
It is important 
to choose a method carefully, since there are advantages as well as disadvantages with the 
different methods. It is to be considered that collection of primary data in foreign countries 
comes with a high cost.
133
Questionnaires can, for examples, be done by mail. This is a cheap way of reaching out to 
many individuals. The advantages of this method are that the individuals can answer many 
questions without being influenced by the interviewer whenever they have the time. 
Disadvantages are that the questions cannot be explained, which means that the questionnaire 
must be well performed, and there is a risk of non-response errors. This method is also time 
128
Kinnear, T. & Taylor. J.,
 Marketing Research -An Applied Approach, 
(1987), p. 135 
129
Patton, M., in Baker, S. & Gentry, J., 
Framing the Research and Avoiding Harm, 
(2006),
 
p. 322 
130
Baker, S. & Gentry, J., 
Framing the Research and Avoiding Harm, 
(2006),
 
p. 322 
131
Kinnear. T, & Taylor. J.,
 Marketing Research -An Applied Approach, 
(1987), p. 135 
132
Dahmström, K., 
Från Datainsamling till Rapport, 
(2005), p. 75
 
133
Craig, S. & Douglas, S., 
International Marketing Research,
(2005), p. 63

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consuming and the individuals sometimes have to be reminded before answering as well as 
the lack of knowledge regarding who the respondent is.
134
Interviews can be made either personal or on the phone. The fastest way of conducting data is 
by doing telephone interviews and this method is often cheaper, compared to personal 
interviews. The interviewer has the advantage of being able to explain questions and stimulate 
the respondent to give qualitative answers in both telephone interviews as well as personal 
interviews. Some of the disadvantages of telephone interviews are that there is a big risk that 
the proportion of unreachable respondents is large, it may be hard finding phone numbers and 
it is not possible to have too long interviews.
135
Some of the advantages of personal interviews are that many and difficult questions can be 
asked, visual aids can be applied and open questions can easier be answered. However, 
personal interviews also have disadvantages such as they are expensive, time consuming and 
there is the risk of an interviewer-effect. An interviewer effect is when the interviewer 
influences the respondent.
136
Table 3.1 shows a comparison between different communication approaches where above 
discussed factors related to personal interviews and telephone interviews can be seen in an 
overview. Additionally, it shows characteristics of mail interviews, e-mail interviews and 
computer disk interviews.