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Henning Kreis & Alfred Ku 
Marktforschung [EPUB ebook] 
Datenerhebung und Datenanalyse

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Cover of Henning Kreis & Alfred Ku: Marktforschung (ePUB)

Dieses Buch zeigt in gut verständlicher Weise die wesentlichen Grundlagen der Marktforschung auf, wie sie für Studium und Praxis des Marketing erforderlich sind. Ziel ist es, den Lesern ein solides Verständnis zentraler Aspekte der Datenerhebung und Datenanalyse zu vermitteln und damit die Basis für die Anlage und die verständige Anwendung von Marktforschungsuntersuchungen zu schaffen.

In der 7. Auflage wurden alle Kapitel überarbeitet und um zahlreiche anschauliche Beispiele ergänzt. Aktuelle Entwicklungen in Bezug auf Online-Marktforschung, Datenaufbereitung, Signifikanztests und mobile Datenerhebung wurden integriert.

Zusatzmaterial erhalten Sie via App: Laden Sie die Springer Nature Flashcards-App herunter und nutzen Sie exklusive Inhalte, um Ihr Wissen zu prüfen.

Der Inhalt


  • Forschungsprozess, Untersuchungsziele und Untersuchungsdesigns

  • Repräsentative Befragungen und Stichprobenziehung

  • Frageformulierung und Fragebogenentwicklung

  • Qualitative Untersuchungen, Beobachtungen, Experimente, Desk Research einschließlich neuer, internetbasierter Formen

  • Panels und Markttests

  • Deskriptive Datenanalyse und Grundideen der schließenden Statistik

  • Multivariate Analyseverfahren im Überblick

  • Forschungsethik und Datenschutz

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Language German ● Format EPUB ● ISBN 9783658324599 ● Publisher Springer Fachmedien Wiesbaden ● Published 2021 ● Downloadable 3 times ● Currency EUR ● ID 8087466 ● Copy protection Adobe DRM
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