Die Befragung als Methode in der Marktforschung - Ein kurzer Überblick
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Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Marktforschung, Note: 2,7, Private Fachhochschule für Wirtschaft und Technik Vechta-Diepholz-Oldenburg; Abt. Vechta, Sprache: Deutsch, Abstract: Für ein Marktforschungsinstitut gibt es verschiedene Methoden der Datengewinnung. Dabei muss sich ein Marktforschungsinstitut erst einmal bewusst machen, welche Methoden der Datengewinnung überhaupt zur Verfügung stehen. Au erdem sind die Vor- und Nachteile der jeweiligen Methoden der Datengewinnung zu erörtern. Problem der Marktforschungsinstitute ist nicht primär die Beschaffung der Daten, sondern vor allem der Aufwand, der betrieben wird, um an konkrete Informationen zu gelangen. Zudem stellt sich die Frage, ob schon vorhandene Informationen, aufgrund von Zeitersparnis und Kostenersparnis, ausgewertet werden, oder neue Informationen mithilfe der Primärforschung (auf die in Kapitel 2 noch näher eingegangen wird) eingeholt werden sollten. Weiterhin ist zu ermitteln, ob ein Marktforschungsinstitut, im Wandel der Zeit, für ein Untersuchungsobjekt immer die gleiche Methode der Datengewinnung anwenden sollte. Schlie lich könnten neue Methoden der Datengewinnung entstehen, mit denen bessere Ergebnisse erzielt werden.
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