TY  - CHAP
AB  - 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.
VL  - 9
SN  - 978-1-84950-043-2, 978-0-76230-633-6/1069-0964
DO  - 10.1016/S1069-0964(00)09017-7
UR  - https://doi.org/10.1016/S1069-0964(00)09017-7
AU  - Wüihrer Gerhard A.
AU  - Werani Thomas
ED  - Arch G. Woodside
PY  - 2001
Y1  - 2001/01/01
TI  - Integration of qualitative and quantitative research approaches in business-to-business marketing
T2  - Getting Better at Sensemaking
T3  - Advances in Business Marketing and Purchasing
PB  - Emerald Group Publishing Limited
SP  - 467
EP  - 489
Y2  - 2024/05/12
ER  -