Theoretical Foundations of Contemporary Qualitative Market Research—An Overview and an Integrative Perspective

Abstract: The economic importance of qualitative research has been growing consistently during the last decades. Being one of the major streams in the "research industry" it provides not only a valuable tool box for generating basic consumer insights, but it is also an essential part of the annual revenue of most research companies. As a consequence it is of utmost importance for providers of qualitative research to differentiate their own services from those of their competitors. While theoretical thinking is often not a beloved daily business, the importance of a theory-driven thinking and acting—as a potential commercial and intellectual (USP) ("unique selling proposition")—has been discovered by many of the leading players in qualitative market research. A neutral observer might come to the conclusion that many claims of "unique approaches" are part of the usual public relation battles between institutes; nevertheless it is a worthwhile enterprise to work out basic common ground, but als.... https://www.qualitative-research.net/index.php/fqs/article/view/596

Object Details

• Location: Deutsche Nationalbibliothek Frankfurt am Main
• Extent: Online-Ressource
• Language: Englisch

References and Relationships

• Bibliographic citation: Theoretical Foundations of Contemporary Qualitative Market Research—An Overview and an Integrative Perspective ; volume:5 ; number:2 ; day:31 ; month:05 ; year:2004 ; Forum qualitative Sozialforschung ; 5, Heft 2 (31.05.2004)

Contributors, Places and Time

• Creator: Frank, Dirk ; Riedl, Peter

Further information

• DOI: 10.17169/fqs-5.2.596
• URN: urn:nbn:de:0114-fqs0402307
• Rights: Open Access; Der Zugriff auf das Objekt ist unbeschränkt möglich.
• Last update: 15.08.2025, 7:27 AM CEST