‘Hybrid ’ market research - designing a more efficient research engine

Sebastian Knauer, Heinrich Rademacher, Christina Eisenschmid and Peter Böhm

To address the needs of the dynamic industry, automotive market researchers must bridge the traditional divide between qual and quant methods.

'Hybrid' market research – designing a more efficient research engine

Sebastian KnauerAutomotive Research Operations, Psyma, United States.

Heinrich RademacherMercedes-Benz Trucks, DaimlerChrysler AG, Germany.

Christina Eisenschmid and Peter BöhmPsyma Psychological Market Research GmbH, Germany.

INTRODUCTION: THE HARMFUL DIVIDE BETWEEN 'QUAL' AND 'QUANT' RESEARCH

Traditionally, there has been a strong fundamental divide between the spheres of qualitative and quantitative research. The two sets of methodologies often come along as adversaries that seem to have no common ground at all. Explicitly or implicitly, they are usually described as polar opposites, with advocates of each side emphasizing the distinct...

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