Gerhard Kleining: From Commercial Market Research to Academic Teaching—an Exceptional Professional Career

Abstract

The professional biography of Gerhard KLEINING encompasses the better part of the 20th Century, from the close of World War II to the present. The favorable conditions for commercial market research in the '50s and '60s allowed KLEINING to contact many leading American researchers and research institutes, to carry out extensive quantitative and qualitative studies with social and brand management topics and to publish the results in scientific journals. Working within a university context from the '70s to the '90s made it possible to work on new theoretical topics and to look for new ways to structure and to share his experiences from his many years of practical research. This led to KLEINING's fundamental methodological articles concerning the heuristic qualitative research combined with a wide historical basis and to his strong interest in implementing qualitative research methods into the curriculum. URN: urn:nbn:de:0114-fqs0403404