4. Methodology
4.1. Primary research
There were some differences in focus between the two initial projects but this does
not detract from the potential for rich comparisons of how
perceptions of place vary in each region and among locals’ and
in-migrants’ entrepreneurial motivations.
4.2. Analysis of marketing messages
Here, all keywords/paragraphs relevant to the six themes
of IMC and all of the elements of the Model of Communication
were identified, alongside additional themes that could be identified within the documents.