The Importance of Qualitative Market Research in Corporate Research

As a corporate market researcher, I believe that qualitative and quantitative research cannot be seen as a contradiction but as two cohesive and supplementary areas. My definition is decision- not methodology-orientated and shows them as the poles of a continuum. Since corporate market research take...

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Bibliographic Details
Main Author: Werner Kaiser
Format: Article
Language:deu
Published: FQS 2004-05-01
Series:Forum: Qualitative Social Research
Subjects:
Online Access:http://www.qualitative-research.net/index.php/fqs/article/view/597