'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 Böhm...
‘Hybrid ’ market research - designing a more efficient research engine
To address the needs of the dynamic industry, automotive market researchers must bridge the traditional divide between qual and quant methods.
