Eva Balzer  Qualitative Market and Social Research  
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Literature

This is a choice of German literature on qualitative market research:

Naderer, Gabriele / Balzer, Eva:
Qualitative Marktforschung in Theorie und Praxis
Eva’s article on the status quo of qualitative market research
in Germany

Eva’s article on the history of qualitative market research

Buber, Renate / Holzmüller, Hartmut H.:
Qualitative Marktforschung

Forum Qualitative Social Research (FQS) (Academic Online Journal)
www.qualitative-research.net/index.php/fqs/index

FQS Volume 6, No. 3, Art. 5 – September 2005
Qualitative Forschung: ein Nibelungenschatz, den es zu bergen gilt

Thomas Kühn

FQS Volume 5, No. 2 – Mai 2004
Qualitative Markt-, Medien- und Meinungsforschung

Herausgegeben von Thomas Kühn, Andreas M. Marlovits & Katja Mruck

Planung & Analyse (P&A)
www.planung-analyse.de

Kühn, Thomas / Koschel, Kay-Volker: Gruppendiskussionen: Ein Praxis-Handbuch, Wiesbaden 2011

Dammer, Ingo / Szymkowiak, Franz: Die Gruppendiskussion in der Marktforschung, Köln 2008

Kepper, Gaby: Qualitative Marktforschung, Wiesbaden 1994

Theobald, Elke / Neundorfer, Lisa: Qualitative Online-Marktforschung: Grundlagen, Methoden und Anwendungen, Baden-Baden 2010


In the English-speaking world, there are quite a number of useful books on qualitative research. I have found the following publications particularly helpful:

Ereaut, Gill / Imms, Mike / Callingham, Martin:
Qualitative Market Research Principle & Practice
Sage Publications 2002

Gordon, Wendy:
Goodthinking: A Guide to Qualitative Research
Admap 1999

Marks, Laura (Hrsg.):
Qualitative Research in Context
Admap / AQR 2000

Qualitative Market Research: An International Journal
Emerald Group Publishing Ltd.
www.emeraldinsight.com


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