2004•Advances in business marketing & purchasing/Advances in business marketing and purchasingRequires access
Integration of qualitative and quantitative research approaches in business-to-business marketing
Gerhard A. Wüihrer, Thomas Werani
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Abstract
Business-to-business marketing research deals with a variety of topics which require different qualitative and quantitative research approaches. Although there may be situations where either a qualitative or a quantitative approach is sufficient, in many cases it is necessary to combine qualitative and quantitative techniques in order to gain all information necessary for decision making. This paper illustrates the integration of qualitative and quantitative research approaches on the basis of a marketing research project for innovative sewer systems.