The qualitative research is apart from the quantitative research a research Design in the market study. The investigation article of the qualitative research is to be looked for in the motive or the cause of a problem. In demarcation for quantitative research the paradigm of the qualitative research is understanding about effect connections (why is like that) instead of measuring quantities (how many think in such a way). Therefore it is indispensable straight for the cause research. It uses the methods and theoretical acceptance of the qualitative social research (see there).

Instruments

Most frequently in the qualitative market study focus groups are used. Besides in the smaller measure also deep-psychological single interviews. Focus groups economic and temporal advantages have, are however over the group situation also frequent in the criticism (not biotisch and therefore validity lacking).

Within the respective method there are various techniques like e.g.

• Method of the "“critical events"” (Critical Incident)
• Laddering
• Brainstorming
• "“Planet play"” (imaginieren inhabitant of a fictitious planet asked to the topic)
• Creative techniques (e.g. Collagentechnik)

It is common to these techniques that they help to break through the level of the socially desired answers around to more deep-seated (conscious or unconscious) thoughts the asked one to penetrate.

Knowledge transfer

The qualitative market study can make also creative impulses available beyond the purely analytic aspect for marketing. A special linkage of theoretical bases, specific research results and creative problem solution strategies represents the qualitative marketing consultation.

The qualitative research avails itself among other things sciences of methods and theories from the psychology, sociology, and places these thereby into the service of the marketing and management and marketing.

Articles in category "Qualitative market study"

We found here 3 articles.

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