Integration of qualitative and quantitative research approaches in business-to-business marketing

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.

Citation

Wüihrer, G.A. and Werani, T. (2001), "Integration of qualitative and quantitative research approaches in business-to-business marketing", Woodside, A.G. (Ed.) Getting Better at Sensemaking (Advances in Business Marketing and Purchasing, Vol. 9), Emerald Group Publishing Limited, Leeds, pp. 467-489. https://doi.org/10.1016/S1069-0964(00)09017-7