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Extra info for Qualitative Marktforschung: Konzepte – Methoden – Analysen (Lehrbuch)
Example text
19ȱ Hartmut H. ȱ 20ȱ Der Beitrag qualitativer Methodologie und Methodik zur Marktforschung Katja Mruck und Günter Mey Der Beitrag qualitativer Methodologie und Methodik zur Marktforschung ȱ 1 Einleitung .......................................................................................................................... 23 2 DieȱPluralitätȱqualitativerȱForschung ............................................................................ 24 3 …ȱundȱihreȱEinheit? 28 4 BesonderheitenȱqualitativenȱForschens .........................................................................
23 2 DieȱPluralitätȱqualitativerȱForschung ............................................................................ 24 3 …ȱundȱihreȱEinheit? 28 4 BesonderheitenȱqualitativenȱForschens ......................................................................... 1 Derȱexplorative,ȱ(reȬ)konstruktive,ȱtheoriegenerierendeȱCharakterȱ ȱ qualitativerȱForschung ........................................................................................... 2 ForschenȱalsȱiterativeȱStrategie..............................................................................
24 3 …ȱundȱihreȱEinheit? 28 4 BesonderheitenȱqualitativenȱForschens ......................................................................... 1 Derȱexplorative,ȱ(reȬ)konstruktive,ȱtheoriegenerierendeȱCharakterȱ ȱ qualitativerȱForschung ........................................................................................... 2 ForschenȱalsȱiterativeȱStrategie.............................................................................. 3 ForschungȱimȱSpannungsfeldȱzwischenȱUntersuchungsfeld,ȱ ȱ WissenschaftskulturȱundȱPraxisanforderungen..................................................