Qualitative Interviews in der Marktforschung
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Wissenschaftlicher Aufsatz aus dem Jahr 2008 im Fachbereich BWL - Marktforschung, Note: 1,7, Technische Universit�t Kaiserslautern, Sprache: Deutsch, Abstract: Quantitative Forschung [...] ist derzeit die vorherrschende Methode zur Erhebung von Daten zu Marktforschungszwecken. Sie eignet sich insbesondere dazu eine m�glichst breite Bev�lkerungsschicht hinsichtlich eines Themenbereiches zu befragen, deren Meinungen zu erfassen und aus der statistischen Erhebung Informationen zu erhalten. Quantitative Methoden dienen auf Grund ihrer Fundierung auf bereits bestehendem Wissen prim�r zu �berpr�fung bereits aufgestellter Theorien. Sie sto en demzufolge im Bezug auf die Generierung neuer Erkenntnisse auf Grenzen.1 2 Qualitative Methoden hingegen zeichnen sich durch eine sehr offene Gestaltungsweise (mit einem m�glichst geringen Ma bereits bestehender theoretischer Konzepte) aus. Dadurch erlauben sie es den Forschungsgegenstand in seiner Tiefe zu analysieren und zu verstehen und gew�hrleisten somit einen Erkenntniszuwachs.3 Oftmals reicht die alleinige Datensammlung mittels standardisierter Befragung nicht aus, um Konsequenzen f�r das Handeln von Unternehmen abzuleiten. Vielmehr ist es notwendig Ursachen f�r bestimmte Verhaltensweisen der Konsumenten zu ergr�nden um daraus m�gliche Handlungsalternativen f�r ein Unternehmen abzuleiten. Da quantitative Forschung nicht dazu geeignet ist, derartig tiefgr�ndige Gedanken zu erfassen, werden vermehrt qualitative Marktforschungsinstrumente eingesetzt, die sich durch eine hohe Flexibilit�t und Offenheit auszeichnen und es damit erm�glichen die Schwachstellen quantitativer Methoden auszugleichen. Eines dieser Instrumente ist das qualitative Interview, welches innerhalb dieser Arbeit vorgestellt wird. Zun�chst wird dazu im ersten Abschnitt grundlegend erl�utert, wodurch ein qualitatives Interview gekennzeichnet ist und wodurch es sich von quantitativen Interviews differenziert. Aufbauend auf den in 2.2 erl�uterten Merkmalen, werden d
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