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Quality in qualitative market research

Questionable practices in the market research industry have led to calls for quality, including in qualitative market research. Compared to quantitative market research, there are very few standardized criteria in qualitative market research for measuring its quality.

We would like to present some ideas for quality assurance in individual process steps:

(1) Quality in the briefing
(2) Quality in the conception
(3) Quality in the implementation
(4) Quality in analysis and processing

Central to all process steps is intensive cooperation or exchange with the client. Quality is shown on the one hand by the competence and understanding of the involved actors and, on the other hand, in the interpretation of the facts and the derivation of concrete recommendations for action.