Hoxtell, Annette - In: Innovation in der Marktforschung, (pp. 111-123). 2020
The market research industry is increasingly embracing automation due to time and cost considerations. While the … automation of quantitative research is relatively easily achievable as it follows strict rules and yields measurable results …, qualitative research, on the other hand, is only partially feasible due to a lower degree of standardization and open answers. The …