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Internetanwender und Internetwerbung: Ein empirisch gestützter Überblick

Internetanwender und Internetwerbung: Ein empirisch gestützter Überblick

          
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About the Book

Inhaltsangabe: Zusammenfassung: ernstück der vorliegenden Diplomarbeit ist eine empirische Studie, die der Verfasser unter rund 400 deutschen Internet-Nutzern durchgeführt hat. Anhand eines fünfseitigen Fragebogens wurden verschiedenste Personen schriftlich zu ihrem Nutzungsverhalten, ihrer Einstellung zur Internet-Werbung und ihren sozio-demographischen Merkmalen befragt. Die Ergebnisse werden vom Verfasser ausführlich beschrieben, wobei andere (vergleichbare) Studien gegenübergestellt werden. Besonders interessant ist eine Typologisierung der Internet-Nutzer, die den Abschluß der Arbeit bildet. Mit Hilfe eines multivariaten Analyseverfahrens, der Clusteranalyse, wurden die befragten Personen in fünf homogene Gruppen eingeteilt, die sich in ihrem Nutzungsverhalten und ihren sozio-demographischen Merkmalen deutlich voneinander unterscheiden. Aus einer erneuten Analyse des Datemmaterials, bei der die fünf Nutzer-Gruppen getrennt betrachtet und beschrieben wurden, ließen sich verschiedene zielgruppenadäquate Empfehlungen für die Ansprache und Gestaltung der Internet-Werbung ableiten. Die Typologisierung erfolgte dabei nicht - wie vielfach üblich - auf Basis sozio-demographischer Merkmale, sondern anhand des Internet-Nutzungsverhaltens. Bemerkenswert ist auch der Weg der Datengewinnung, den der Verfasser für diese Studie gewählt hat. Während die meisten Umfragen unter den deutschen Internet-Nutzern (z.B. W3B) wegen ihrer Erhebungsmethode von der Forschung recht scharf kritisiert werden, nutzt der Verfasser verschiedene Möglichkeiten, wie z. B. die "gelbe" und die "elektronische Post", so daß die Ansprache der Grundgesamtheit wesentlich weiter gefaßt ist. Dabei fand sich eine Methode, mit der sich die Rücklaufquote einer schriftlichen Befragung von i.d.R. 40% auf über 90% steigern ließ, d.h. ein erheblicher Kostenvorteil erzielt werden konnte. Dem empirischen Schwerpunkt der Diplomarbeit vorangestellt sind verschiedene Kapitel, die ein grundlegendes Wissen über das b


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Product Details
  • ISBN-13: 9783838608587
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 195 gr
  • ISBN-10: 3838608585
  • Publisher Date: 16 May 1998
  • Height: 210 mm
  • No of Pages: 140
  • Series Title: German
  • Sub Title: Ein empirisch gestützter Überblick
  • Width: 148 mm


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