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Qualitative Marktforschung
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Trotz wachsender Bedeutung in Wissenschaft und Praxis mangelt es bisher an Fachliteratur, die sich umfassend mit dem Ansatz einer qualitativen Marktforschung auseinandersetzt. Um einen solchen Beitrag leisten zu knnen, widmet sich diese Arbeit insbesondere einer systematischen Kennzeichnung qualitativer Erhebungsmethoden und der Typisierung ihrer vielfltigen Einsatzmglichkeiten zur Untersttzung von Marketing-Entscheidungen. Ergnzend hierzu werden Kriterien zur Beurteilung der Methodengte analysiert, so da eine in sich geschlossene, konzeptionelle Darstellung qualitativer Marktforschung vorliegt, die vor allem die Eigenstndigkeit des qualitativen Forschungsansatzes herausarbeitet.
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