Research: qualitativ oder quantitativ?

•

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Christophe Fricker

Für Market research gibt es viele Methoden. Welche sagt mir am meisten über meine Zielgruppe?

Business

Qualitativ oder
quantitativ –
was ist besser?
Methoden

„Wir haben 1000
Leute gefragt ...
... was die
Hauptstadt der
Schweiz ist.“

Manchmal wollen
Sie wissen, was
Leute denken.
Und manchmal,
wie es wirklich ist.

„Wir wollen ja
nur wissen, ob
Rot oder Grün
beliebter ist.“

Da gibt es sicher
eine klare
Mehrheit. Aber
wie wütend wird
die Minderheit?

„Wir haben 1000
Leute nach der
Zukunft des
Online-Handels
gefragt.“

Fragen Sie nicht
irgend jemanden.
Fragen Sie die gut
Vernetzten und
die Akteure.

„Wir haben die
Rumänen gefragt,
ob Glück eher so
aussieht:

Schon gut. Aber
warum wollen Sie
die Optionen von
Anfang an
einschränken?

Auf Bilder, die von
Ihnen stammen,
nicht von Ihren
Kunden?

„Wir haben auch
Kommentarfelder
eingebaut!“

Da brauchen Sie
Leute, die mitdenken,
und Sie müssen die
Antworten
interpretieren.

Wenn drei
dasselbe sagen –
meinen sie dann
auch dasselbe?

„Und was heißt
das jetzt? Keine
Umfragen und
keine Marfo mehr?“

Je nachdem,
was Sie wissen
wollen, bieten sich
unterschiedliche
Methoden an.

Qualitative
Forschung ist ein
Weg mit vielen
Vorteilen.

Qualitative Forschung ...
... bringt Sie auf die richtigen Fragen
... bewahrt Sie davor, zu früh Relevanz und Kausalitäten
anzunehmen,
... hilft Ihnen, unklare Ergebnisse zu interpretieren.

Im Rahmen
qualitativer
Forschung haben
Sie viele Optionen.

„Dann machen
Sie uns halt mal
ein Angebot.“

Gern! Sagen Sie uns, wann wir Sie
zurückrufen dürfen.
NIMIRUM
Forschungs- und Beratungsgesellschaft
Arthur-Hoffmann-Str. 74
04275 Leipzig
Germany
Telefon +49 (341) 580 680 73
Telefax: +49 (341) 580 680 75
E-Mail: sales@nimirum.info
Managing Partner:
Anja Mutschler (Leipzig) und
Dr. Christophe Fricker (Bristol)

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Research: qualitativ oder quantitativ?

1. Qualitativ oder quantitativ – was ist besser? Methoden

2. „Wir haben 1000 Leute gefragt ... ... was die Hauptstadt der Schweiz ist.“

4. Manchmal wollen Sie wissen, was Leute denken. Und manchmal, wie es wirklich ist.

6. „Wir wollen ja nur wissen, ob Rot oder Grün beliebter ist.“

7. Da gibt es sicher eine klare Mehrheit. Aber wie wütend wird die Minderheit?

10. „Wir haben 1000 Leute nach der Zukunft des Online-Handels gefragt.“

11.

12. Fragen Sie nicht irgend jemanden. Fragen Sie die gut Vernetzten und die Akteure.

13.

14. „Wir haben die Rumänen gefragt, ob Glück eher so aussieht:

15.

16. Oder so:

17.

18. Schon gut. Aber warum wollen Sie die Optionen von Anfang an einschränken?

19. Auf Bilder, die von Ihnen stammen, nicht von Ihren Kunden?

20. „Wir haben auch Kommentarfelder eingebaut!“

21.

22. Da brauchen Sie Leute, die mitdenken, und Sie müssen die Antworten interpretieren.

23. Wenn drei dasselbe sagen – meinen sie dann auch dasselbe?

24.

25. „Und was heißt das jetzt? Keine Umfragen und keine Marfo mehr?“

26. Je nachdem, was Sie wissen wollen, bieten sich unterschiedliche Methoden an.

27. Qualitative Forschung ist ein Weg mit vielen Vorteilen.

28. Qualitative Forschung ... ... bringt Sie auf die richtigen Fragen ... bewahrt Sie davor, zu früh Relevanz und Kausalitäten anzunehmen, ... hilft Ihnen, unklare Ergebnisse zu interpretieren.

29. Im Rahmen qualitativer Forschung haben Sie viele Optionen.

30. „Dann machen Sie uns halt mal ein Angebot.“

31. Gern! Sagen Sie uns, wann wir Sie zurückrufen dürfen. NIMIRUM Forschungs- und Beratungsgesellschaft Arthur-Hoffmann-Str. 74 04275 Leipzig Germany Telefon +49 (341) 580 680 73 Telefax: +49 (341) 580 680 75 E-Mail: sales@nimirum.info Managing Partner: Anja Mutschler (Leipzig) und Dr. Christophe Fricker (Bristol)