International Marketing in Germany – From a cultural perspective

148
Figure 3.2 Different Types of Errors in the Research Process 
Source:
Molnár, J. & Nilsson Molnár, M., 
International Marketing, Negotiations and 
Business Deals,
(2003), p. 141 
146
Dahmström, K., 
Från Datainsamling till Rapport, 
(2005), p. 334f 
147
Chisnall, P., 
Marketing Research, 
(1997), p. 34 
148
Molnár, J. & Nilsson Molnár M., 
International Marketing, Negotiations and Business Deals,
(2003), p. 141 
Analysis of 
the Research 
Problem
Wrong 
Purpose
The research
is based on 
an incorrect
analysis of 
the research 
problem and 
information 
needs - the 
results lack 
relevance to 
the decision
Research 
Results
Specifying the 
Research 
Objectives
Incorrect 
Contents 
and Direction 
The results do
not match the
information
needs or
lack clarity
and relevance.
Determining 
the Research 
Design and 
Data Sources 
Inference
Errors
-Errors in 
Sampling 
Frame 
-Nonresponse
Errors 
-Sampling
Errors 
*Systematic 
*Random
Collecting 
Data
Measurement
Errors
-Respondent 
Errors 
-Instrument 
Errors 
-Interviewing 
Errors
Processing,
Analysis and
Interpretation
Processing 
and 
Interpretation
Errors 
-Errors in Data
Processing 
-Errors in 
Analysis 
-Interpretation
Errors
Research 
Problem

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45 
In this thesis it is especially vital to be aware of the possible error sources that can arise when 
collecting data, since a large part of the gathered information comes from the interviews. 
Errors can arise in the measure instrument, measure method, the interviewer or the 
respondent.
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Measure instrument- 
In case we have conducted the questionnaire based on not relevant 
sources we will not be able to draw desirable conclusions in the line of the problem areas of 
the thesis. Therefore, it is important that the questionnaire has high reliability as well as 
validity. It is also possible that the respondent doesn’t possess all relevant information.
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However, the questionnaire is well prepared and approved by our supervisor which decreases 
this risk.
Measure method- 
In case the chosen method of measure is inappropriate for the questions 
there may be errors.
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However, since we have chosen personal interviews and telephone 
interviews this risk is limited due to the fact that we can solve upcoming problems and 
questions on spot.
Interviewer-
There may be a risk of interviewer effect if the interviewer has said or shown 
information affecting the respondent.
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However, since the companies’ adjustments on the 
marketing mix remain the same even if the interviewer does affect them, we do find this risk 
limited.
Respondent- 
If the respondent doesn’t understand the asked questions or if he isn’t interested 
in the interview, he may forget or leave out important information.
153
This is something that 
we cannot control, but since all the respondents seemed interested and they all work within 
our research area (marketing), we find this risk limited as well.