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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


Research papers

Roadmap to success in 'terra incognita'

Emerging markets present growth opportunities for carmakers that can no longer be found in the Triad regions. At the same time, however, these new markets are characterized by diversity and complexity.Unfortunately, substantial market information...

Catalogue: ESOMAR Conference on Automotive Marketing 2004
Author: Sebastian Knauer
Company: KANTAR TNS Malaysia
March 1, 2004
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Citation

Knauer, S. (2004a, March 01). Roadmap to success in 'terra incognita'. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/roadmap-to-success-in-terra-incognita-