How is subjectivism related to interpretivism?

Qualitative market research

Introduction

In marketing management there are recognizable uncertainties in dealing with qualitative methods of market research and in evaluating the corresponding results. It is therefore advisable to systematically introduce the available and established methodologies and methods of qualitative empirical social research to marketing science and market research practice.

In “Qualitative Market Research” 79 authors cover a wide range of methodological and methodological questions in qualitative market and marketing research. They provide insight into the theoretical roots of qualitative market research, the basic methodology, different research strategies and challenges in data collection, data analysis and data interpretation. Using examples, the efficiency and diversity of the application possibilities of the qualitative methodology in the analysis of questions from consumer research and marketing management are demonstrated. Current developments were integrated in the 2nd edition.

The book is aimed at lecturers and students of business administration with a focus on marketing as well as managers with market research responsibility and employees of market research companies.

Renate Buber teaches and researches at the Institute for Trade and Marketing at the Vienna University of Economics and Business.
Hartmut H. Holzmüller holds the Chair of Marketing at the University of Dortmund.

Keywords

Data analysis data collection data interpretation consumer research marketing marketing management market research market research methods search engine marketing (SEM) qualitative market research

Editors and affiliations

  • Renate Buber
  • Hartmut H. Holzmüller
  1. 1. Institute for Commerce and Marketing of the Vienna University of Economics and Business
  2. 2. University of Dortmund-Dortmund

About the editors

Prof. Dr. Renate Buber teaches and researches at the Institute for Trade and Marketing at the Vienna University of Economics and Business.
Prof. Dr. Hartmut Holzmüller holds the Chair of Marketing at the University of Dortmund.

Bibliographic information