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Die Gruppendiskussion in Der Marktforschung: Grundlagen -- Moderation -- Auswertung Ein Praxisleitfaden
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ISBN10: 3531133179
ISBN13: 9783531133171
Publisher: Vs Verlag Fur Sozialwissenschaften
Published: Oct 15 1998
Pages: 161
Weight: 0.46
Height: 0.36 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783531133171
Publisher: Vs Verlag Fur Sozialwissenschaften
Published: Oct 15 1998
Pages: 161
Weight: 0.46
Height: 0.36 Width: 5.83 Depth: 8.27
Language: German
Die Gruppendiskussion ist das vermutlich am häufigsten verwendete qualitative Verfahren in der Marktforschung, dessen Erkenntnispotential aber meist nicht voll ausgeschöpft wird. Mit Hilfe einer stringent ganzheitlichen Herangehensweise kann die Marktforschung ihre aus Gruppendiskussionen gewonnenen Ergebnisse konsequent optimieren.
Die Autoren bieten nun erstmals einen fundierten Überblick über die Möglichkeiten des Verfahrens, in der sie wissenschaftliche Gründlichkeit mit langjähriger Praxiserfahrung verbinden. Der Praxisleitfaden umfa t methodische Grundlagen, Moderationstechniken und systematische Auswertung. Er eignet sich als Einführung in die Moderation ebenso wie als Kompendium für erfahrene Praktiker der Marktforschung oder benachbarter Bereiche und kann in der Methodenausbildung einschlägiger Studiengänge (Psychologie, Soziologie, BWL) eingesetzt werden.
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