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Marktforschung: Eine Praxisorientierte Einführung

Marktforschung: Eine Praxisorientierte Einführung

          
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About the Book

Auf allen Hierarchieebenen werden in Unternehmen Entscheidungen auf Basis von Marktkenntnis und -erfahrung getroffen. Je besser und aktueller die (Markt-)Informationen sind, desto größer ist die Wahrscheinlichkeit, dass Mitarbeiter und Führungskräfte die richtige Wahl treffen. Eine zunehmende Dynamik auf nahezu allen (inter-)nationalen Märkten, eine steigende und sich ebenfalls ständig verändernde Anspruchshaltung der Kunden sowie verstärkte Sättigungserscheinungen sowohl in Business-to-Business- als auch in Business-to-Consumer-Märkten verlangen ständige Kurskorrekturen. Damit es vor diesem Hintergrund den Entscheidern weiterhin gelingt, den Überblick zu behalten sowie Trends und Entwicklungen in den Märkten frühzeitig und kompetent einzuschätzen, ist eine fundierte Marktforschung unabdingbar. Entlang des Marktforschungsprozesses wird in diesem Lehrbuch aufgezeigt, wie eine wissenschaftlich fundierte Marktforschungsstudie konzipiert wird (Studiendesign), wie man diese durchführt (Datenerhebung), auswertet und interpretiert. Besonderes Augenmerk wurde auf die Darstellung ausgewählter Aspekte zur Kommunikation und Dokumentation von Marktforschungsergebnissen gelegt. Hinweise zu ausgewählten Spezialthemen der Markt- und Marketingforschung sowie ein Ausblick auf aktuelle Trends und Entwicklungen runden die Darstellung ab. In allen Kapiteln wurde besonderer Wert auf die praktische Umsetzbarkeit der vorgestellten Marktforschungsmethoden gelegt.

Der Inhalt

  • Grundlagen der Marktforschung
  • Marktforschungsprozess
  • Quantitative Marktforschung/Qualitative Marktforschung
  • Präsentation von Marktforschungsergebnissen
  • Prognoseverfahren
  • Konkurrenzforschung
  • Internationale Marktforschung
  • Branchenspezifische Marktforschung
  • Trends

Der Autor

Prof. Dr. Alexander Magerhans ist Professor für Allgemeine BWL, insbesondere Marketing, an der Universität Jena. Zu seinen Lehr- und Forschungsschwerpunkten gehören die Usability- und Online-Marktforschung sowie das Handelsmarketing und -management. Als Geschäftsführender Gesellschafter der almadra Managementberatung berät er Unternehmen zu verschiedenen Marketing- und Managementfragen. Einen wesentlichen Schwerpunkt bilden dabei Marktforschungsprojekte.


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Product Details
  • ISBN-13: 9783658008901
  • Publisher: Springer Gabler
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 360
  • Series Title: German
  • Sub Title: Eine Praxisorientierte Einführung
  • Width: 170 mm
  • ISBN-10: 3658008903
  • Publisher Date: 26 Aug 2016
  • Edition: 1. Aufl. 2016 ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 20 mm
  • Weight: 602 gr


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