Chapter 3: Research Methodology
3.1 Introduction
It is essential to present the methodology as it is a design map of the collecting, teaching, measuring,
and analysing ways of particular data. It is a continuous research process that ensures data collection is
reasonable, reliable, and replicable. The purpose of using and describing the methodology is to display
the methods being used clearly and concisely and to justify the structure of the researcher's choices
(Sekaran & Bougie, 2016).
The chapter is structured around each sub-research question. Firstly, the general elements of the
research study are briefly explained, followed by the method of data collection per sub-question used for
the analysis of this data collection. Further, the data's reliability and validity are discussed with the
related ethical procedures. In the end, a conclusion was drawn to emphasise the vital elements of the
research design and findings, aligning variables and theories to sub-questions and presenting how they
are interrelated.
3.2 General elements of the research study
This research investigated the implementation of a market entry mode for Aectual to capitalise on UAE
B2B opportunities aiming to generate a projected revenue of €100,000 by the 1st quarter of 2023.
Qualitative, quantitative, primary and secondary research data collection methods were used. The
research methodology involved selecting and analysing theoretical concepts and models that supported
the interviews and questionnaires and investigating foreign market development.
Primary data was gathered through interviews and questionnaires, and secondary data was collected
through the existing database of Aectual, and market trends report. While collecting data, the aim was to
interview three business experts with experience in foreign entry development strategies tailored to the
UAE market. Also, sending out self-administered questionnaires to potential customers and sales
representatives interested in working with Aectual was a primary focus and getting as many answers as
possible. The goal in choosing these professionals was to be as relevant to the variables as possible.
The research strategy used in this paper is methodological triangulation research, combining different
methods from interviews, questionnaires and desk research to approach the main research question.
With this strategy, quantitative and qualitative data were collected, analysed and described with
different features concerning the research questions (Sekaran & Bougie, 2016). The methodological
triangulation approach helped to cross-check and justify findings, reduced biases and provided the
research with credibility.
Face-to-face and online interviews were conducted to discuss specific topics and maintain a purposeful
conversation. Further, pre-formulated online questionnaires were sent out to targeted customers and
experts in the UAE's internationalisation field via LinkedIn or the direct email network of Aectual for
deeper analysis. The answers were recorded, then transcribed and included in the appendix. The
,measurement of the collected data was coded, which was also created in the appendix. Afterwards, the
data interpretation and analysis method was shown in a text format.
With regards to the environment of the research, the study setting was non-contrived as Aectual's
customers were examined in their natural surroundings. This is further called a field study, as there was
no external interference in the natural flow of the work setting (Sekaran & Bougie, 2016).
The unit of analysis in this research was on both individual and group levels. The focus was on individual
analysis of Aectual's B2B customers' behaviour in the chosen country. In order to categorise and
compare bulks of data collected, the questionnaires included groups as a unit of analysis (Sekaran &
Bougie, 2016).
This research gathered data several times over 15 weeks in alignment with the continuation of the
semester and thesis process. Therefore, this study is considered a one-shot or cross-sectional study, as
this specific data was gathered just once to reach the goal of this study assignment and answer the
primary research question (Sekaran & Bougie, 2016).
3.2 Sub-question 1: “Which kind of entry mode is the most financially interesting to adopt in the UAE
market?”
3.2.1 Methods of data collection
The main method of data collection to support this sub-question was primary qualitative data collected
from a semi-structured interview. This method was chosen to gather rich and detailed data from the
Sales Director of Aectual, as he has been a decision-maker and driving force in the company’s main
strategy for the last nine months. Several key factors were derived from the theoretical literature on the
internationalization of a firm and the trends in the Middle East market entry modes and used as a base
for the interview. The questions asked were structured around the following variables: potential costs,
factors and risks linked to the transactional theory, the two dimensions of uncertainty extracted from the
institutional theory, collaboration preferences for the UAE market and trends in market entry mode. The
interview was conducted in person, in the office of Aectual, and lasted approximately 30 minutes. This
was recorded to create a transcript and a proper examination afterwards. The results helped to evaluate
the most beneficial option of entry market mode in the UAE market.
In Addition, an open-ended question regarding which entry mode SMEs should apply in the UAE market
was asked in a conducted questionnaire, for which further details are explained in the following
sub-question research methods. The aim of including this question was to gather different perspectives
for the analysis and enrich the sample size. This could also navigate the answer to the main research
question.
Secondary data on market entry strategies and market challenges tailored to the UAE was carried out,
, capturing various aspects of the same research question. The secondary data was gathered to support
the level of expertise and opinion of the Sales Director and provide a broader assessment of which entry
mode for the UAE is the most financially suitable. This triangulation data collection method was applied
to strengthen the information. The obtained data was from the official website of the International Trade
Administration and business trends reports from the World Financial Review publishing centre as well as
the Official Website of the International Trade Administration. The sources were evaluated by comparing
data and checking for biases. This helped to verify that data collection methods were appropriate and
impartial, which provided credibility for data analysis methods.
3.2.2 Methods of data analysis
The triangulation method of data analysis was used to analyse the information collected during all the
interviews and questionnaire. This included specific techniques and procedures to structure the
information obtained from the interviews and questionnaires in a meaningful way. To convert the
interviews into a transcript and save time, the researcher used a paid automated transcription service
called temi.com. The other methods of data analysis used were coding and categorisation.
The next step in analysing the primary data was carefully reading and re-reading each interview
separately, applied together with making notes of meaningful sentences and words linked to the
theoretical literature about internationalisation and ways of entry modes. The results from the
qualitative data collection method used for all sub-questions had to be prepared for coding and
measurement. A few codes were developed to categorise the data and included in coding tables. These
codes were derived in advance from the main variables of the research literature on market entry
modes, most of which overlap with the other coding table. The codes were integrated into coding tables
and highlighted with different colours. Then, relevant to these code phrases in the transcript were
highlighted directly in corresponding Appendixes to aid the interpretation of data. Subsequently, a
qualitative narrative analysis of the transcribed interviews was drawn up separately for each
sub-question, which later helped answer the MRQ.
The coding process involved assigning a unique label colour to specific segments of the transcribed data
and creating a coding table with these colours. The codes were based on pre-determined themes
identified during the research and the interviews as a result of the findings. The coding was done
manually. Data categorisation included similar grouping segments of information together based on their
content or themes. This was done by creating broader categories encompassing multiple themes.
The variables explicitly used for coding data to this sub-question were derived from the literature on
foreign market entry strategy. These include the internal company resources, levels of commitment,
preferences for collaboration, entry mode choice and practices providing flexibility and traditional
applications for SMEs.
