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Implizite Einstellungsmessung Mittels Impliziten Assoziationstest (Iat) - Dargestellt Anhand Eines Beispiels

Implizite Einstellungsmessung Mittels Impliziten Assoziationstest (Iat) - Dargestellt Anhand Eines Beispiels

          
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About the Book

Studienarbeit aus dem Jahr 2011 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 2,7, Fachhochschule Nordhausen, Sprache: Deutsch, Abstract: In der folgenden Studienarbeit wird im Rahmen des Konsumentenverhaltens im Marketingmanagement auf die implizite Einstellungsmessung eingegangen. Dabei wird das Verfahren des impliziten Assoziationsverfahrens, auch Impliziten Assoziationstests (IAT) genannt, näher untersucht und erläutert. Die Studienarbeit ist insgesamt in fünf Punkte gegliedert. Nach der Einleitung wird im Allgemeinen auf die Bedeutung des Begriffs der "Einstellung" im Marketing näher eingegangen und die damit verbundenen Möglichkeiten zur Einstellungsmessung des Konsumentenverhaltens. In den letzten Jahren hat der Begriff der Einstellung immer mehr an Bedeutung gewonnen, worauf sich auch die Einstellungsmessung anpassen musste. Darauf aufbauend wird auf das Hauptthema dieser Studienarbeit eingegangen, die implizite Einstellungsmessung mittels dem Impliziten Assoziationstest. Der von Greenwald, McGhee und Schwartz entwickelte Implizite Assoziationstest verfügt sowohl über Vor- als auch Nachteile gegenüber anderen Einstellungsmessungsverfahren. Trotzdem ist der IAT nicht frei von jeglicher Kritik, so wird z.B. die Validität des Tests angezweifelt. Anschließend wird das IAT anhand eines an Konsumentenverhalten orientierten Beispiels, der Aufgabenstellung entsprechend, verdeutlicht. Dazu wurde ein Beispiel ausgewählt, dass auch schon 2003 von Nosek mitunter von 57 unterschiedlich durchgeführten IATs aufgetaucht ist. Abschließend folgt eine Zusammenfassung der Studienarbeit zum Thema des Impliziten Assoziationstests mit den wichtigsten Fakten und Erkenntnissen.


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Product Details
  • ISBN-13: 9783656032526
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3656032521
  • Publisher Date: 21 Oct 2011
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Weight: 91 gr


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