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Grundzüge Der Marktforschung: Ein Leitfaden Für Studium Und PRAXIS Mit 107 Beispielen

Grundzüge Der Marktforschung: Ein Leitfaden Für Studium Und PRAXIS Mit 107 Beispielen

          
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About the Book

Die Entwicklung der Marktforschung "Marktforschung" ist ein Schlag- und Modewort geworden. Man könnte des- halb meinen, daß die Analyse und Beobachtung des Marktes eine modeme Errungenschaft sei. Dem ist jedoch nicht so. Wenn auch die Marktforschung auf demoskopischer Grundlage, d. h. durch Befragung und Beobachtung (evtl. unter Zuhilfenahme experimenteller Methoden), eine Blüte ihrer Ent- wicklung erst in den letzten Jahren erlangt hat, so sind doch - wie im fol- genden noch kurz gezeigt wird - einzelne Befragungen schon vor beacht- lich langer Zeit durchgeführt worden. Der späterhin als "ökoskopische Marktforschung" bezeichnete Bereich der Analyse und Beobachtung der sachlichen Gegebenheiten des Marktes (preise, Umsätze usw. )1) ist wohl so- gar - zumindest in den Ansätzen dazu - noch älter. Was jedoch diese frü- hen Untersuchungen des Marktes von den heutigen hauptsächlich unter- scheidet, ist die Tatsache, daß es sich dabei im wesentlichen nicht um mit wissenschaftlicher Systematik betriebene Forschung, um Marktfo1"Bchung im l heutigen Sinne also, sondern um bloße Markterkundung ) gehandelt hat. Hinsichtlich des heute so in den Vordergrund getretenen Gebietes der dem oskop ischen Marktforsch ung unterscheidet Behrens - in Weiterentwicklung von Gedanken von Noelle-Neumann - drei Entwick- lungsphasen: , 1. Die Periode der originären, aber nicht repräsentativen und nicht psycho- taktisch-zweckmäßigen Datenermittlung. 2. Die Periode der originären, repräsentativen, aber nicht psychotaktisch- zweckmäßigen Datenermittlung. 3. Die Periode der originären, repräsentativen und psychotaktisch-zweck- mäßigen Datenermittlung. "I) (1) Die erste Phase ist gekennzeichnet durch Befragung von möglichst gro- ßen Massen.


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Product Details
  • ISBN-13: 9783409360074
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 3
  • Language: German
  • Returnable: Y
  • Spine Width: 20 mm
  • Weight: 612 gr
  • ISBN-10: 3409360077
  • Publisher Date: 01 Jan 1977
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 374
  • Series Title: Schriftenreihe Markt Und Statistik
  • Sub Title: Ein Leitfaden Für Studium Und PRAXIS Mit 107 Beispielen
  • Width: 170 mm


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