The Unexplored Potential of Qualitative Market Research

Thomas Kühn


The full potential of qualitative market studies in academic social research and market research is still not being explored. In this article first it is pointed out why academic social research should consider the practice of qualitative market research followed by ways of intensifying the connection between applied and academic social research. In the second part of the article it is argued that though the state of qualitative procedures within the applied market and marketing research is promising, a greater recognition is still indicated. At the same time it is suggested that a substantial restructuring within the qualitative market research is necessary in order to make better use of its potential.
URN: urn:nbn:de:0114-fqs0402331


qualitative market research; qualitative research; market research; marketing; management consultancy; individualization; globalization; demographic change; theory-practice-exchange; knowledge management


Copyright (c) 2004 Thomas Kühn

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.