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Qualität Und Data Science in Der Marktforschung: Prozesse, Daten Und Modelle Der Zukunft

Qualität Und Data Science in Der Marktforschung: Prozesse, Daten Und Modelle Der Zukunft

          
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About the Book

Die Welt der Marktforschung ist im Wandel und zunehmend wird in Fachmedien die Qualitätsfrage diskutiert. Welche Maßstäbe zeichnen eine hochwertige Datenerhebung aus und welche Methoden sollte der Nachwuchs der Branche beherrschen, um auch weiterhin Markt- und Meinungsanalysen mit einem hohen Mehrwert liefern zu können?
Dieses Buch versteht sich als Wegweiser, der zukünftige Anforderungen der Marktforschung analysiert und bewertet und dabei einen Schwerpunkt auf die Chancen und Probleme der Digitalisierung in diesem Bereich setzt. Durch die rasante technische Entwicklung werden immer mehr Daten maschinengesteuert erhoben und teils vollautomatisch ausgewertet. Das Wissen und die Rolle des Marktforschers scheint in dieser schönen neuen Welt auf den ersten Blick völlig überflüssig geworden zu sein, da zahlreiche "Dashboards" und Reporting-Systeme bereits - scheinbar - alle relevanten Informationen enthalten. Doch bisher durchschauen nur wenige die Hintergründe dieser Vorgänge und nur eine Handvoll Datananalysten weiß die Risiken eines zu optimistischen Glaubens an die Big Data Science richtig einzuschätzen. Somit steht der Marktforschung ein fundamentaler Wandel bevor. Neben der Primärerhebung und dem direkten Kundendialog werden in Zukunft Maßnahmen zur Absicherung der Qualität von Prozessen, Daten, Modellen und Visualisierungen eine immer größere Rolle spielen.
Zahlreiche Experten aus Wissenschaft und Praxis haben dieses Thema in vielfältigen Szenarien aufgegriffen und zeigen Lösungswege für die Unsicherheiten und Zweifel, die durch die digitale Transformation der Branche entstanden sind. Das Buch ist somit gleichsam Ratgeber und Leitfaden und bietet Experten aus Wissenschaft und Praxis einen detaillierten Überblick über die jüngsten Entwicklungen in der Data Science.


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Product Details
  • ISBN-13: 9783658196592
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 240 mm
  • No of Pages: 303
  • Spine Width: 0 mm
  • Weight: 700 gr
  • ISBN-10: 3658196599
  • Publisher Date: 31 May 2018
  • Binding: SA
  • Language: German
  • Returnable: Y
  • Sub Title: Prozesse, Daten Und Modelle Der Zukunft
  • Width: 168 mm


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Qualität Und Data Science in Der Marktforschung: Prozesse, Daten Und Modelle Der Zukunft
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