The Exchange Between Academic and Applied Social Research: The Current State of Qualitative Market, Media and Opinion Research

Andreas M. Marlovits, Thomas Kühn, Katja Mruck


The impetus for the current FQS issue was the growing impact of qualitative methods in applied market, media and opinion research. The quantity and variety of contributions submitted revealed the creative potential of qualitative methods not only for academic research, but also—and especially—in the realm of applied research, and indicated how science and practice can engage in an exchange that is productive and inspiring for both sides. This article begins by providing an introduction to the spectrum of contributions accepted for publication in FQS 5(2). It then reflects upon topics that were not addressed in the submissions despite our Call for Papers as a potential indication of problems and "blind spots. URN: urn:nbn:de:0114-fqs0402232


qualitative research; market research; media research; opinion research theory-practice exchange; methodological innovation

Copyright (c) 2004 Andreas M. Marlovits, Thomas Kühn, Katja Mruck

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