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Hybrid market research

Date of publication: February 27, 2006

Catalogue: Automotive 2006

Company:

Authors: Heinrich Rademacher, Peter Böhm, Sebastian Knauer, Christina Eisenschmid

Abstract:

To address the needs of the dynamic industry, automotive market researchers must bridge the traditional divide between 'qual' and 'quant' methods. The paper advocates mixed-model solutions that combine the strengths of both sets of methodologies for recruitment, data collection and data analysis. Employing 'computer-assisted in-depth interviews' (CA-IDI), a case study from the truck market illustrates how to design and drive a 'hybrid' research engine.

Heinrich Rademacher

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Peter Böhm

Author

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Sebastian Knauer

Author

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Christina Eisenschmid

Author

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Citation

Rademacher, Böhm, Knauer and Eisenschmid (2006a, February 27). Hybrid market research. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/hybrid-studies-can-enrich-and-cheapen-at-the-same-time-