A Research Methodology On Marketing Strategy And Motivation

4.0. Methodology This section explores the research methodology used. It is split into 5 segments. These include the research approach, design, data collection, analysis and ethical considerations. To summarise, the research takes an interpretive approach to understanding internationalisation strategy and motivation. This section outlines the use of a qualitative research design, implementing non-probability sampling to gather information from the sampling units. Data was collected using in-depth interviews with international marketing managers (sampling unit) that represented each of the institutions. These interviews have been transcribed – See Appendix 1. Once transcribed, data was analysed using open coding, in accordance with Strauss and Corbin’s (1997) grounded theory. Finally, the methodology considers ethical issues related to anonymity of each institution. 4.1. 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