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Handbuch Marktforschung: Methoden - Anwendungen - Praxisbeispiele
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ISBN10: 3658030704
ISBN13: 9783658030704
Publisher: Springer Gabler
Published: Jul 28 2014
Pages: 1206
Language: German
ISBN13: 9783658030704
Publisher: Springer Gabler
Published: Jul 28 2014
Pages: 1206
Language: German
Das Handbuch Marktforschung vermittelt den State of the Art der quantitativen und qualitativen Marktforschung. In über 40 Beiträgen geben namhafte Wissenschaftler und Praktiker einen detaillierten Einblick in methodische und umsetzungsorientierte Fragen der Marktforschung. Neben Grundlagen und dem Prozess der Marktforschung werden insbesondere quantitative Verfahren der Datenanalyse vorgestellt (Regressionsanalyse, Kausalanalyse, Verianzanalyse und Conjoint-Analyse aus dem Bereich der Dependenzanalyse sowie Beiträge zur Clusteranalyse, Faktorenanalyse und zur mehrdimensionalen Skalierung aus dem Bereich der Interdependenzanalyse). Bei der Anwendung von Marktforschungsmethoden auf bestimmte praktische Probleme finden sich unter anderem Beiträge zur Messung von Kundenzufriedenheit und Kundenbindung, zur Bestimmung von Preisbereitschaften und zur Wettbewerbsanalyse. Bekannte Unternehmen, wie die Deutsche Bank, Audi und Henkel stellen ihre spezifische Herangehensweise an bestimmte Marktforschungsfragestellungen in ihrem Haus vor. Das Handbuch Marktforschung ist die vollständig überarbeitete 3. Auflage von Marktforschung. Zahlreiche Beiträge zu neueren Marktforschungsmethoden (Finite Mixture-Modellen, der wahlbasierten Conjoint-Analyse und zu Multilevel-Modellen), zu statistischen Grundlagen der Marktforschung, zu Besonderheiten internationaler Marktforschungsprojekte und zu experimenteller Marktforschung wurden aufgenommen.
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