International Marketing in Germany – From a cultural perspective

3.5.5
 
Analyzing and Summarizing the Interviews 
After conducting the interviews, we summarized every interview the same day to diminish the 
risk of forgetting details. In order to get a good overview we conducted tables over the 
companies’ adaptations or standardizations regarding pricing mix, product mix, promotion 
mix and place mix. Thereupon, we analyzed them according to our research model as well as 
collected knowledge. In the analysis we have tried to find connections between the pre-study 
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See Appendix I-II, Interview Guide

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about German culture and our four research areas: pricing mix, product mix, promotion mix 
and place mix. Afterwards we were able to draw conclusions according to the subject of the 
thesis. 
Our results of the interviews are presented in chapter five, where we show all the answers 
from the companies regarding their adaptations or standardizations of price, product, place 
and promotion. In chapter six, we analyze the companies’ answers and what adjustments were 
made due to German culture. Finally, in chapter seven we draw conclusions according to 
impact on companies´ adjustments of the marketing mix regarding price, product, place and 
promotion due to German culture. Thereupon, we make recommendations for further 
readings.
3.6
 
Evaluation of the study 
In this section, we evaluate the study looking at validity, reliability and possible error sources. 
We find this significant since they all influence the results of the study. 
3.6.1
 
Validity of the Study 
The conception of validity means how well the study measures the wanted factors. Hence, a 
high validity is desirable. This means that the parameters describing the variable need to be 
relevant and fit the purpose that they should measure. If this is not the case there will be 
systematic errors. This is especially important when measuring attitudes and abstract 
qualities.
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There are three different types of validity: internal validity, face validity and 
external validity. Internal validity describes how well the study measures the wanted factors 
among the interviewed respondents. Face validity refers to the degree that a survey seems to 
be generally plausible but without being able to proof it. External validity describes to which 
degree the results from a survey is generally plausible in other external situations.
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As wanted, we have analyzed the effects of German culture on Swedish companies’ 
marketing mix by asking Swedish companies about their adjustments of the four P: price, 
product, promotion and place. Their answers measure our wanted factors giving the study a 
high internal validity. Though, regarding the external validity it is hard to make a statement. 
Thereupon, we have analyzed connections between their answers and German culture. 
Regarding this, there may be a risk that we have missed important factors meaning that the 
validity of the study can be decreased. However, we believe this risk is limited.