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Qualitative Marktforschung pp 617–633Cite as

Blueprinting, sequentielle Ereignismethode und Critical Incident Technique

Drei Methoden zur qualitativen Messung von Dienstleistungsqualität

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Zusammenfassung

Der Richtungsstreit über das Erkenntnispotenzial quantitativer Forschung einerseits und des qualitativen Denkansatzes andererseits ist zwar nach wie vor ungelöst (Müller 2000). Aber mittlerweile hat sich in weiten Teilen der empirischen Markt- und Sozialforschung die Erkenntnis durchgesetzt, dass qualitative Methoden wesentlich dazu beitragen, wirtschaftliche und soziale Phänomene zu beschreiben und zu erklären (Lamnek 2005, Trommsdorff 1993). Das Ziel diese Artikels besteht darin, den Erkenntnisbeitrag darzulegen, den der qualitative Ansatz zur Messung eines wichtigen Erfolgsfaktors im Marketing zu leisten vermag: Dienstleistungsqualität.

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Authors
  1. Katja Gelbrich
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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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Gelbrich, K. (2009). Blueprinting, sequentielle Ereignismethode und Critical Incident Technique. In: Buber, R., Holzmüller, H.H. (eds) Qualitative Marktforschung. Gabler. https://doi.org/10.1007/978-3-8349-9441-7_39

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