Study paper from 2011 in the field of Business Administration - Corporate Management, Management, Organization, Hochschule Harz University of Applied Sciences, Language: German. Abstract: Qualitative research methods have gained increasing importance in recent years. They are particularly applied in communication studies, but now also in psychology, education, and sociology. Due to the increased interest, this paper focuses more closely on the topic of qualitative research. The emphasis is primarily on the area of guideline interviews and qualitative content analysis according to Mayring. The approach is as follows: In section 2, qualitative research is presented in overview and distinguished from quantitative research. Subsequently, the qualitative approach is examined in more detail and the B.