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Fragebogengestaltung in der Marktforschung

Fragebogengestaltung in der Marktforschung

          
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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Marktforschung, Note: 2,0, Universität Bremen, Veranstaltung: Marketing, Sprache: Deutsch, Abstract: Die unterschiedlichen Gestaltungstheorien der Fragebogenkonstruktion besitzen eine weitreichende Tradition in der Marktforschung. Bereits Mitte des 20 Jahrhundert wurden erste Erkenntnisse von führenden Wissenschaftlern gesammelt und veröffentlicht. Es handelte sich vorwiegend um Forschungen anhand stark oder gering standardisierter Umfragen in den Bereichen der Konstruktion, dem Aufbau und Einsatz von Fragen in der Marktforschung. Obwohl heute die fortschreitende Entwicklung der Fragebogengestaltung scheinbar gegenüber den statistischen Verfahren am Boden verharrt, bemüht man sich immer noch das Wesen des Gestaltungsprozesses weiter zu präzisieren und zu erforschen. Eine häufig missverstandene Tatsache ist die komplexe Struktur eines Fragebogens, dessen Bedeutung nicht nur die Befragung sondern unmittelbar das Ergebnis der Forschungsstudie beeinflusst. Oftmals wird von Laien vermutet die Konstruktion eines Fragebogens sei bloß ein Mittel zum Zweck. Doch vielfach kann festgestellt werden, dass die Gestaltung selbst das größte Hindernis einer erfolgreichen Ermittlung von Informationen in der primären Marktforschung darstellt. Als Beispiel für einen missverstandenen Sachverhalt in Zusammenhang mit Befragungen von Marktforschungsinstituten in der Öffentlichkeit, ist der geschmähte und negative Begriff der Suggestivfrage zu nennen. Ein weitverbreiteter Mythos der den Nutzen und Erfolg von standardisierten Fragebögen in Zweifel zieht und das Gerücht der manipulativen Befragung als gängige Praxis anprangert. Es wird jedoch dabei außer Acht gelassen, dass Umfrageergebnisse nicht nur abhängig sind von den Einzelfragen eines Fragebogens, sondern ebenso von dessen Zusammenstellung und dem Aufbau seiner Fragen. Es wird deutlich, dass eine umfassende Sorgfalt und Planung bei der Kreation eines Fragebogens nötig wird um das E


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Product Details
  • ISBN-13: 9783640133918
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3640133919
  • Publisher Date: 19 Aug 2008
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 100 gr


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