- 458 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
Grundzüge der Marktforschung
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Yes, you can access Grundzüge der Marktforschung by Manfred Hüttner in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- Vorwort
- Inhaltsverzeichnis
- Verzeichnis der Darstellungen
- Teil I. Grundlagen
- Kapitel 1. Die Entwicklung der Marktforschung und ihr heutiger Stand
- Kapitel 2. Meßtheoretische Grundlagen
- Kapitel 3. Inferenzstatistische Grundlagen
- Teil II. Methoden der Datengewinnung in der Marktforschung
- Kapitel 4. Die Befragung
- Kapitel 5. Die Beobachtung
- Kapitel 6. Das Experiment
- Kapitel 7. Das Panel
- Kapitel 8. Sekundärmaterial
- Teil III. Methoden der Datenanalyse in der Marktforschung
- Einführung: Datenaufbereitung und Datenanalyse - Die Datenmatrix (und ihre ,, Partitionierung")
- Kapitel 9. Ein- und mehrdimensionale Auszählungen
- Kapitel 10. Korrelation und Assoziation: grundlegende Verfahren
- Kapitel 11. Weitere Methoden der Dependenz-Analyse
- Kapitel 12. Methoden der Interdependenz-Analyse
- Kapitel 13. Allgemeine Ansätze
- Teil IV. Sachgebiete der betriebswirtschaftlichen Marktforschung
- Einführung: Zur Systematik der Anwendungsbereiche der Marktforschung
- Kapitel 14. Analyse und Prognose der Entwicklung des Marktes
- Kapitel 15. Produkttest - Verkaufstest - Testmarkt
- Kapitel 16. Die Werbeforschung
- Kapitel 17. Besondere Bereiche der Marktforschung
- Teil V. Die Organisation der betriebswirtschaftlichen Marktforschung
- Kapitel 18. Betriebliche Marktforschung - Das „Marketing-Informations-System"
- Kapitel 19. Institute und sonstige Träger der Marktforschung
- Kapitel 20. Die Kosten der Marktforschung - „Marktforscher" als Beruf
- Anhang
- Literaturverzeichnis
- Sachregister