The main research method that is used in this researchpaper is the case study, because the presented research requires a deepanalysis, which is necessary to work with jokes in intercultural businessdiscourse.According to Yin (1994), the case study research (CSR)is defined as:’an empirical inquiry that investigates a contemporary phenomenon (the”case”) in depth and within its real-life context, especially when theboundaries between phenomenon and context are not clearly evident’ (Yin, 2013, Definition of the Case Study as a ResearchMethod section, para 7).In this research paper, the author aims to collect thereal-life cases of jokes in business discourse from the Internet-based sourcesand analyze them using the discourse analysis method.The discourse analysis,described as ‘essentially a practical discipline which bases its theoreticalframework on the findings obtained from the analysis of authentic pieces ofdiscourse’ (Alonso, Sanchez, Hyde and Moran, 2002: 9), is used as a primaryresearch method in the present research paper. The author has chosen thisresearch method because the empirical part of the research is based on theanalysis of linguistic and social features of jokes within the context ofintercultural business discourse.
Sincediscourse analysis is regarded as a qualitative research method, the author ofthe paper must notice the data validity, whether the results are ‘true andcertain – “true” in the sense that research findings accurately reflect thesituation, and “certain” in the sense that research findings are supported bythe evidence’ (Guion, A.L., Diehl, C.
D. and McDonald, D., 2002: 1). Toensure the reliability of the data, the literature related to the theme of theresearch was investigated, for instance, BusinessDiscourse by Bargiela-Chiappini, Nickerson and Planken, Studying Humour Seriously by Genova and An Introduction to InterculturalCommunication by Jandt. As Paltridge stated (2006), reliability ‘refers tothe consistency of the results obtained in the project’ (Paltridge, 2006: 217).