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Qualitative Marktforschung pp 617–633Cite as

Blueprinting, sequentielle Ereignismethode und Critical Incident Technique

Drei Methoden zur qualitativen Messung von Dienstleistungsqualität

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Der Richtungsstreit über das Erkenntnispotenzial quantitativer Forschung einerseits und des qualitativen Denkansatzes andererseits ist zwar nach wie vor ungelöst (Müller 2000). Aber mittlerweile hat sich in weiten Teilen der empirischen Marktund Sozialforschung die Erkenntnis durchgesetzt, dass qualitative Methoden wesentlich dazu beitragen, wirtschaftliche und soziale Phänomene zu beschreiben und zu erklären (Lamnek 2005, Trommsdorff 1993). Das Ziel diese Artikels besteht darin, den Erkenntnisbeitrag darzulegen, den der qualitative Ansatz zur Messung eines wichtigen Erfolgsfaktors im Marketing zu leisten vermag: Dienstleistungsqualität.

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Author information

Authors and Affiliations

  1. Technischen Universität Ilmenau, Deutschland

    Katja Gelbrich Prof. Dr. (Leiterin des Fachgebiets Marketing)

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  1. Katja Gelbrich Prof. Dr.
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Editors and Affiliations

  1. Institut für Handel und Marketing der Wirtschaftsuniversität Wien, Deutschland

    Renate Buber

  2. Lehrstuhls für Marketing an der Universität Dortmund, Deutschland

    Hartmut H. Holzmüller

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© 2007 Betriebswirtschaftlicher Verlag Dr. Th. Gabler | GWV Fachverlage GmbH, Wiesbaden

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Gelbrich, K. (2007). Blueprinting, sequentielle Ereignismethode und Critical Incident Technique. In: Buber, R., Holzmüller, H.H. (eds) Qualitative Marktforschung. Gabler. https://doi.org/10.1007/978-3-8349-9258-1_39

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