The Importance of Qualitative Market Research in Corporate Research

Werner Kaiser

Abstract


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 takes place in a business environment, it is per se primarily quantitative. Nevertheless this paper points out practical areas for qualitative research for the corporate setting. Qualitative research can serve as preparation for or in addition to quantitative research, especially when entering unknown territory in terms of research. In doing so qualitative research will emerge as the best weaponry for a corporate market researcher.
URN: urn:nbn:de:0114-fqs0402313

Keywords


quantitative research; qualitative research; corporate market research; steering of brands; research in new markets



DOI: http://dx.doi.org/10.17169/fqs-5.2.597

Copyright (c) 2004 Werner Kaiser

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