Abstract:

This paper emphasises methodology and subject matter. The latter serves to illustrate the former. The paper discusses an investigative assignment from the German Federal Ministry of Commerce which, in order to stimulate the rate of economic growth, proposed a campaign that would encourage people to set up their own businesses. We were to develop an instrument that could identify the groups of people who would perhaps like to become self-employed. Next we were to determine which media could best be used to reach those groups.