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Zur Genauigkeit Standardisierter Verbraucherbefragungen

Zur Genauigkeit Standardisierter Verbraucherbefragungen

          
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About the Book

Repriisentative Bevolkerungsumfragen gehdren heute zum unentbehrlichen Instrumentarium wissenschaftlicher Marktforschung. Nachdem das Stich- probenverfahren Eingang in die Marktforschung gefunden hatte, lenkte die Fiille der neuerschlossenen Untersuchungsgegenstiinde das Forschungsinter- esse lange Zeit von den zahlreichen Fehlerquellen ab, die in den Kommunika- tionsprozessen zwischen Interviewern und Auskunftspersonen vorhanden sind. Hiiufige Fehlanalysen lieBen schlieBlich deutlich werden, daB neben der Reprasentanz eine psychotaktisch zweckmaflige Fragekonstruktion fiir die Genauigkeit der Ergebnisse von ausschlaggebender Bedeutung ist. Seit dieser Erkenntnis, die sich erst Ende der vierziger Jahre auf breiter Basis durch- setzte, wurden in Lehrbiichern erste Regeln fUr die zweckmafsige Gestaltung einer Befragung aufgestellt. Im weiteren Verlauf entwickelte man in zunehmendem MaBe verfeinerte Fragemodelle, denen indirekte Befragungstaktiken zugrunde lagen. So wurden experimentelle Untersuchungsanordnungen ersonnen und zahlreiche Test- instrumente aus der Psychologie fUr Bevi: ilkerungsumfragen hergerichtet. Auf diese Weise gelang der VorstoB in Bereiche, die den Befragten selbst nicht bewuBt sind. Die Bemiihungen urn eine Entwicklung der Forschungsmethoden erstreckten sich jedoch vorwiegend auf Verfeinerungen im Einzelfall und weniger auf die Ausarbeitung einer allgemeinen Interviewtheorie, der eine zusammen- hangende Auffassung von Sachverhalt, Befragungsmethode und Richtigkeit der Ergebnisse zugrunde liegt. Bei der Gestaltung einer Umfrage, insbesondere bei der Konstruktion der Unter- suchungsfragen, spielt daher immer noch die Intuition eine weit grofiere Rolle als methodisches Wissen. Zwar konnen hier Vorstudien helfen, grobe Fehler zu verhindern, samfliche Fehlerquellen sind aber auf diesem Wege kaum kontrollierbar. Demzufolge kann auch iiber die Genauigkeit der Unter- suchungsergebnisse von vornherein nur selten eine Aussage gemacht werden.


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Product Details
  • ISBN-13: 9783663124900
  • Publisher: Gabler Verlag
  • Binding: Paperback
  • Height: 234 mm
  • No of Pages: 110
  • Series Title: Studienreihe Betrieb Und Markt
  • Weight: 172 gr
  • ISBN-10: 3663124908
  • Publisher Date: 01 Jan 1966
  • Edition: 1966 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 156 mm


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