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Grundzüge der Marktforschung

Autor*innen

Manfred Hüttner

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462 Seiten
17 Lesestunden

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The book provides a comprehensive overview of market research, structured into several key parts. It begins with foundational concepts, tracing the evolution of market research and its current state, followed by essential measurement and inferential statistical principles. The second part delves into various data collection methods, including surveys, observations, experiments, panels, and the use of secondary data. In the third section, the focus shifts to data analysis techniques, emphasizing data preparation and analysis, including univariate and multivariate counts, correlation, association, and methods for dependency and interdependency analysis. General approaches to data analysis are also discussed. The fourth part addresses specific areas within business-related market research, covering market analysis and forecasting, product testing, advertising research, and other specialized fields. Finally, the organization of market research is explored, detailing the marketing information system, the role of research institutes, the costs associated with market research, and the profession of market researchers. The book concludes with an appendix, a bibliography, and an index, providing a thorough resource for understanding and applying market research methodologies.