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Einfhrung in die Qualitative Marktforschung
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Dieses essential will Praktikern, die keine eigene Marktforschungsabteilung haben, einen einfachen Leitfaden an die Hand geben, um kleinere qualitative Forschungs- und Marktforschungsprojekte eigenstndig zu planen und durchzufhren. Sowohl in der akademischen Forschung als auch in der Industrie wird die qualitative Forschung noch kritisch betrachtet, oft fehlen die Kompetenzen zur Durchfhrung qualitativer Marktforschungsstudien. Dass qualitative Forschung als Marktforschungsmetode durchaus berechtigt ist und wie man qualitative Studien durchfhrt, soll dieses Buch verdeutlichen.
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