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Qualitative Marktforschung als Methodik zur Gewinnung von Neuproduktideen - theoretische Grundlagen und Anwendungsbeispiele

Qualitative Marktforschung als Methodik zur Gewinnung von Neuproduktideen - theoretische Grundlagen und Anwendungsbeispiele

          
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About the Book

Studienarbeit aus dem Jahr 2006 im Fachbereich BWL - Marktforschung, Note: 2.0, Technische Universität Bergakademie Freiberg, Sprache: Deutsch, Abstract: 1 Einleitung Durch die sich ständig wandelnden Kundenbedürfnisse, Fortschritte in der Technologie sowie durch den hohen Wettbewerbsdruck ist die kontinuierliche Weiterentwicklung bestehender Produkte sowie die Entwicklung neuer Produkte ein wesentlicher Faktor für den Erfolg eines Unternehmens. So erwirtschaftet Siemens 50 Prozent seines Umsatzes mit Produkten, die vor 5 Jahren noch nicht existierten. Dabei ist die Entwicklung neuer Produkte immer schwieriger, denn der scharfe Wettbewerb hat den Markt zunehmend zersplittert und die ansprechbaren Marktsegmente verkleinert. Um Produkte nicht am Markt vorbei zu entwickeln, ist die Kenntnis der latenten Bedürfnisse der Kunden von Vorteil. Was denkt, wie fühlt, was will der Kunde? Oftmals wünschen sich die Kunden ein bisher noch nicht existentes Produkt und haben schon eine konkrete Neuproduktidee. Das Ziel der Marktforschung ist es, dieses verborgene Potenzial für die Unternehmen nutzbar zu machen. Dies stellt die Unternehmen vor eine außerordentliche Herausforderung. Die Generierung von Neuproduktideen stößt mit den quantitativen Methoden der Marktforschung schnell an ihre natürliche "Grenze". Für solche "weiche" Daten werden die Methoden der qualitativen Marktforschung benötigt. Ziel der Arbeit ist, die qualitative Marktforschung in Bezug auf ihre Relevanz zur Generierung von Neuproduktideen zu beschreiben. Dazu erfolgen zunächst eine Begriffsbestimmung der Neuproduktidee sowie eine Erläuterung zu den möglichen Quellen der Neuproduktidee. Danach beschäftigt sich die Arbeit mit den Grundlagen der qualitativen Marktforschung und gibt einen Überblick über das zur Neuproduktgenerierung geeignete qualitative Methodenspektrum, dessen Anwendung an einem Beispiel demonstriert wird. 2 Die Neuproduktidee 2.1 Eine Begriffsbestimmung Als erstes gilt es zu klären, was un


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Product Details
  • ISBN-13: 9783638902731
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3638902730
  • Publisher Date: 12 Mar 2008
  • Height: 210 mm
  • No of Pages: 36
  • Series Title: German
  • Weight: 59 gr


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