International Marketing in Germany – From a cultural perspective

3.5
 
Performing the Data Collection 
In the following section, we explain how we carried out our interviews starting with selection 
of research respondents, establishing contact, interview guide and interviews. Finally, we 
describe how we analyzed and summarized the collected data.
3.5.1
 
Selection of Research Respondents 
There are two main methods of selecting the respondents, probability selection and non-
probability selection.
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In a probability selection every individual must have a probability to be included in the 
sample. The probability doesn’t have to be the same for all individuals and it also has to be 
identified for all the individuals. Some methods within this area are for example simple 
random sampling and systemic sampling.
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A non-probability selection can for example be an expert sampling, quota sampling or just 
making use of the available respondents. Common is also to set some criteria and choose the 
respondents according to them.
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Our target population contains all Swedish companies that have taken marketing mix actions 
in Germany. However, due to the limited scope of this thesis we will not be able to include all 
in our study. Since the probabilities of being included in the sample are unknown, we have 
chosen non-probability sampling with focus on judgment sampling. We have also set up some 
criteria that the companies have to fulfill to be allowed to take part in the study. 
Criteria 1: Manufacturing companies (not service) 
Criteria 2: Active marketing mix in Germany 
Criteria 3: Swedish companies at foundation
Criteria 4: Interviewed person has sufficient knowledge 
Criteria 5: Planned internationalization process to Germany
3.5.2
 
Establishing Contact 
We started by sending our chosen companies an email or phoning them, to see whether there 
was a possible interest to take part in the study. In some cases, it was possible for us to come 
to the company and in other cases; we performed the interviews on the phone. This was due to 
the fact that the company was not situated close enough or the respondent found it more 
appropriate to be interviewed over the phone.
140
Körner, S. & Wahlgren, L., 
Praktisk Statistik
, (2006), p. 30 
141
Ibid, p. 30ff 
142
Ibid, p. 33ff 

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