The Importance of Qualitative Market Research in Corporate Research


  • Werner Kaiser



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


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


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Author Biography

Werner Kaiser

Werner KAISER hat in Mannheim Betriebswirtschaft mit Schwerpunkt Marketing studiert und ist seit 1976 in der betrieblichen Marktforschung führender deutscher Markenartikler der Nahrungs- und Genussmittelindustrie tätig, davon über 20 Jahre in leitender Stellung. Er arbeitet seit 1995 intensiv mit dem Rheingold-Institut, Köln ( zusammen.



How to Cite

Kaiser, W. (2004). The Importance of Qualitative Market Research in Corporate Research. Forum Qualitative Sozialforschung Forum: Qualitative Social Research, 5(2).