der markt

, Volume 48, Issue 1–2, pp 7–20 | Cite as

Qualitative und kombinierte Methoden in der wissenschaftlichen Marketingforschung: Theoretische Betrachtung und Literaturanalyse

Conceptual/Theoretical Paper

Zusammenfassung

Ausgehend von der Diskussion des Bedarfs an alternativen Forschungszugängen sowie des Potenzials qualitativer Methoden und kombinierter Forschungsdesigns in der Marketingwissenschaft wird im vorliegenden Beitrag der Einsatz qualitativer und kombinierter Forschung in der akademischen Marketingforschung untersucht. Im Rahmen einer Literaturanalyse werden Beiträge in den elf höchstgereihten wissenschaftlichen Zeitschriften im Bereich Marketing analysiert. Die Studie zeigt terminologische Unschärfen wie auch inhaltliche Problemaspekte auf. Die Ergebnisse lassen erkennen, dass qualitative Methoden vornehmlich in den Bereichen Werbung und Konsumentenverhalten zum Einsatz kommen, wohingegen kombinierte (qualitativ-quantitative) Studien in sämtlichen Bereichen des Marketings die Ausnahme darstellen. Weiters wird deutlich, dass großer Bedarf im Hinblick auf die systematische Strukturierung und nachvollziehbare Darstellung des Vorgehens bei qualitativer Datenerhebung und -analyse besteht. Auch im Hinblick auf Qualitätskriterien und Gütemaße ist in den untersuchten Studien erhebliches Verbesserungspotenzial erkennbar. Aus den gewonnenen Erkenntnissen lassen sich Ansatzpunkte für den Einsatz sowie eine bessere Publizierbarkeit qualitativer bzw. kombinierter Forschung ableiten.

Schlüsselwörter

Mixed-Methods-Forschung qualitative und quantitative Forschungsmethoden Mixed Designs kombinierte Studien 

Abstract

In this article, the author discusses the potential contribution of qualitative and mixed method research and reports a literature analysis of respective studies published in the 11 top-ranked marketing journals over two decades. Results of the literature analysis show that qualitative methods in academic marketing research are mainly applied for exploring advertising and consumer behavior issues, whereas relatively few mixed methods studies exist in the field. Mostly, qualitative methods are used for exploratory purposes aiming to develop a deeper understanding of a research problem or contribute to extant theoretical knowledge. Findings indicate that qualitative and mixed methods studies often are not systematically structured. Furthermore they show that the descriptions of data collection and analysis procedures in most cases lack detail and rigorous reliability measures are rarely reported. Altogether, the results point out the need for more qualitative and mixed method research to contribute to theory development in marketing and provide an empirical basis for more informed choices in designing qualitative and mixed design studies.

Keywords

Mixed methods Mixed designs Qualitative research Quantitative research 

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Copyright information

© Springer-Verlag 2009

Authors and Affiliations

  1. 1.Fakultät für Wirtschaftswissenschaften, Institut für BetriebswirtschaftslehreUniversität WienWienÖsterreich

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