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Möglichkeiten der Nutzung des Internet für Zwecke der Marktforschung

Möglichkeiten der Nutzung des Internet für Zwecke der Marktforschung

          
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About the Book

Inhaltsangabe: Gang der Untersuchung: Der Schwerpunkt der Arbeit liegt auf zwei Anwendungsmöglichkeiten des Internet für die Marktforschung: der Gewinnung von Sekundärmaterial und der Durchführung von Befragungen. Nach kurzer Einführung in die Theorie der Marktforschung (Abschnitt 1.3) und in die historischen und technischen Aspekte des Internet (Abschnitt 1.4) folgen im Abschnitt 2 die Ausführungen zur Sekundärdatenbeschaffung. Letztere basieren größtenteils auf eigenen Recherchen im Internet und den daraus gewonnen Erfahrungen. Diverse Veröffentlichungen in Printmedien dienten als Startpunkt für die Recherchen, für die Bewertung der InternetQuellen sowie für die Erarbeitung von Strategien zur Quellenlokalisierung. Nur zu einem geringen Teil konnte auf Expertengespräche zurückgegriffen werden, weil sich für diesen Anwendungsbereich kaum erfahrene Auskunftspersonen finden ließen. Erste Befragungen wurden Ende August 1996 auf der Messe CeBit Home in Hannover mit Ausstellern des Internet-Forum vorgenommen, um ein Spektrum über den Kreis von Unternehmen zu gewinnen, die Dienstleistungen im Zusammenhang mit dem lnternet anbieten. Zum einen wurde mit Unternehmen gesprochen, die für eigene Zwecke bzw. auf Kundenauftrag Marktforschung im Internet betreiben. Darüber hinaus wurden Inhalteanbieter des Internet nach ihren Strategien der Informationsbereitstellung und den sich daraus ergebenden Nutzungsmöglichkeiten und -perspektiven für die Anwender befragt. Im Gespräch mit Internet-Providern und Softwarefirmen konnten Informationen zu den technischen Voraussetzungen und zu Hilfsmitteln für die lnternet-Nutzung gewonnen werden. Anschließend wurden auf der Adressenbasis des "Handbuchs der Marktforschungsunternehmen" Marktforschungsinstitute aus dem Raum Niedersachsen ausgewählt und telefonisch zu ihren Erfahrungen mit dem Internet befragt. Zielsetzung war die Vereinbarung eines Termins für ein persönliches Gespräch für den Fall, daß tiefergehende Erfahrungen vorlägen. Nach d


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Product Details
  • ISBN-13: 9783838603513
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 13 mm
  • Width: 148 mm
  • ISBN-10: 3838603516
  • Publisher Date: 27 Aug 1997
  • Height: 210 mm
  • No of Pages: 232
  • Series Title: German
  • Weight: 308 gr


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