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Research papers

Hybrid market research

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...

Catalogue: Automotive 2006
Authors: Heinrich Rademacher, Peter Böhm, Sebastian Knauer, Christina Eisenschmid
Company: PSYMA GROUP AG
February 27, 2006
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Citation

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


https://ana.esomar.org/documents/hybrid-market-research