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Die diskursanalytische Methode

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Qualitative Marktforschung

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Zusammenfassung

Ziel dieses Beitrages ist es, eine vorläufige Definition des Diskursbegriffes zu geben, einen Überblick über die bisherige Verwendung dieser Herangehensweise in der Markt- und Marketingforschung zu bieten und die Vorteile der Diskursanalyse gegenüber anderenMethoden anhand eines kurzen Beispieles hervorzuheben.

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Authors
  1. Veronika Koller
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Editors and Affiliations

  1. Institut für Handel und Marketing , der Wirtschaftsuniversität Wien, Wien

    Renate Buber (lehrt und forscht) (lehrt und forscht)

  2. Universität Dortmund, Dortmund

    Hartmut H. Holzmüller (Inhaber des Lehrstuhls für Marketing) (Inhaber des Lehrstuhls für Marketing)

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© 2009 Gabler | GWV Fachverlage GmbH

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Koller, V. (2009). Die diskursanalytische Methode. In: Buber, R., Holzmüller, H.H. (eds) Qualitative Marktforschung. Gabler. https://doi.org/10.1007/978-3-8349-9441-7_22

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