Closer - broader - deeper
27 Mar 2008|Added Value
The qualitative method mix – how to get optimal customer results through a systematic combination of methodological approaches
Published in: Planung&Analyse edition 3/2008
Author: Oliver Schauss
Group discussions always were and still are the successful classic in the toolbox of qualitative market researchers. The boom of recent years manifests not only in the increased number of studies. Also quantity and quality of the studios in German major cities have significantly increased: the latest generation of client rooms now have lounge character; catering is becoming even more exquisite; multimedia equipment, cinema seats and wall-sized one-way mirrors are standard. Bread and circuses for clients: focus groups as show rooms for market research! But does that also reflect in qualitative research? What about the quality leap in methodology?
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