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Gibt es den Primacy-Typ und den Recency-Typ?: Untersuchung von Reihefolgeeffekten bei Selektivfragen
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ISBN10: 3656447713
ISBN13: 9783656447719
Publisher: Grin Verlag
Published: Dec 3 2013
Pages: 30
Weight: 0.11
Height: 0.07 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783656447719
Publisher: Grin Verlag
Published: Dec 3 2013
Pages: 30
Weight: 0.11
Height: 0.07 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Hochschule Aschaffenburg (FB Wirtschaftswissenschaften), Veranstaltung: Seminar Marktforschung, Sprache: Deutsch, Abstract: Asking a man questions about himself is an ancient, though not necessarily reliable, way of finding out about his personality and behaviour (Raymond B. Cattell)1 Die Befragung ist eine der wichtigsten Methoden der Informationsbeschaffung im Marketing. Sie wird als systematisches Vorgehen der Erhebung definiert, bei dem Personen durch gezielte Fragen zur Abgabe von Informationen veranla t werden sollen.2 Doch wie schon das einleitende Zitat des englischen Psychologen Raymond B. Cattell andeuten soll, sind Befragungen nicht frei von Tücken. Eine dieser Tücken ist der sogenannte Reihenfolgeeffekt bei Selektivfragen. Der Reihenfolgeeffekt ist eine in Markt- und Mediaforschung auftretende Verzerrung der Befragungsergebnisse, die darin besteht, da die Befragten -unabhängig vom Gegenstand der Befragung- bestimmte Listenpositionen der Antwortvorgaben einer Befragung bevorzugen. Verschiedene Untersuchungen dazu haben ergeben, da es Reihenfolgeeffekte gibt, bei denen jeweils die ersten und die letzten Antwortmöglichkeiten in der Liste bevorzugt werden.3 Die Untersuchung dieses sogenannten Primacy- bzw. Recency-Effektes4 bei schriftlichen Befragungen mit Selektivfragen ist das Ziel dieser Seminararbeit.
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