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Praeferenzstrukturmessung: Ein Empirischer Vergleich Der Conjoint-Analyse Mit Einer Kompositionellen Methode

Praeferenzstrukturmessung: Ein Empirischer Vergleich Der Conjoint-Analyse Mit Einer Kompositionellen Methode

          
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About the Book

Die dekompositionelle Vollprofil-Conjoint-Analyse ist in der Marketingforschung eine äußerst beliebte Methode. Zur Messung von Präferenzstrukturen für Produktarten, die sich durch wenige, vorwiegend objektive Eigenschaften beschreiben lassen, wird sie dem kompositionellen Ansatz i.d.R. vorgezogen. Unter welchen Bedingungen die Conjoint-Analyse tatsächlich die geeignetere Methode ist, läßt sich bisher jedoch nur unzureichend beantworten. Diese Arbeit leistet einen Beitrag zur Klärung der genannten Fragestellung auf der Basis eines empirischen Vergleichs der Vollprofil-Conjoint-Analyse mit einer theoretisch adäquaten kompositionellen Methode. In das Feldexperiment werden als potentielle Einflußfaktoren auf die Methodeneignung der Kaufentscheidungstyp, die Präsentationsform der in der Befragung zu bewertenden Stimuli und die Reihenfolge, in der die Befragten beide Methoden bearbeiten, einbezogen. Die Eignung der Methoden wird anhand unterschiedlicher Validitätsformen und -maße beurteilt, die sich sowohl auf die ermittelte Präferenzstruktur als auch auf deren prognostische Leistungsfähigkeit beziehen. Im theoretischen Teil der Arbeit werden die einzelnen Aspekte der Methodenanwendung und die Validitätsprüfung ausführlich diskutiert sowie die bisherigen Forschungsergebnisse zu derartigen Methodenvergleichen eingehend analysiert.


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Product Details
  • ISBN-13: 9783631371305
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Publisher Imprint: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Edition: New edition
  • Language: German
  • Returnable: N
  • Spine Width: 0 mm
  • Weight: 730 gr
  • ISBN-10: 3631371306
  • Publisher Date: 24 Aug 2000
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 531
  • Series Title: Europaeische Hochschulschriften / European University Studie
  • Sub Title: Ein Empirischer Vergleich Der Conjoint-Analyse Mit Einer Kompositionellen Methode
  • Width: 148 mm


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Praeferenzstrukturmessung: Ein Empirischer Vergleich Der Conjoint-Analyse Mit Einer Kompositionellen Methode
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Praeferenzstrukturmessung: Ein Empirischer Vergleich Der Conjoint-Analyse Mit Einer Kompositionellen Methode
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