Die Befragungstaktik in Der Marktforschung
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Die Umfrageforschung hat sich in ihrer bisherigen kurzen Geschichte bereits ein weites Feld im Unternehmen erobert: Die Werbung wird heute nicht selten auf Grund von Umfrageergebnissen programmiert, und der Erfolg einer Werbekampagne wird nach deren Abschlu durch Umfrageergebnisse kontrolliert. Der Produktgestaltung, Preisbildung und Absatzorganisation werden die Befunde der Marktanalysen zugrunde gelegt, und für die Investi- tions- und Finanzierungspläne liefert die durch Umfragen gewonnene Marktkenntnis wichtige Hinweise. Spielt bei unternehmerischen Entschei- dungen die Verkehrsgeltung eine Rolle, so bieten Umfrageergebnisse be- deutsame rechtliche Unterlagen, die heute selbst von den Justizbehörden bei deren Entscheidungen hinzugezogen werden. Mit dieser Arbeit sollte ursprünglich lediglich ein Beitrag zur Verbesserung des befragungstaktischen Instrumentariums der demoskopischen Markt- forschung geleistet werden. Dieses Ziel wurde jedoch erweitert: das Buch ist nun sowohl denjenigen zugedacht, die an der Fortentwicklung des be- fragungstaktischen Instrumentariums mitarbeiten - insbesondere den Marktforschungsinstituten -, wie auch denjenigen, die sich mit der Anwen- dung der Umfrageforschung befassen; den betrieblichen Marktforschern sol- len die Möglichkeiten und Grenzen der demoskopischen Umfrageforschung dargelegt werden. Allen denen, die Befragungsresultate zu interpretieren haben, soll mit dieser übersicht ein Einblick in die verschiedenen demo- skopischen Methoden und die Brauchbarkeit und Beeinträchtigungen ihrer Ergebnisse vermittelt werden. In der vorliegenden Arbeit wurden wertvolle Anregungen des Instituts für Markt- und Verbrauchsforschung der Freien Universität Berlin verwendet. Durch empirisches Material dieses Instituts ist es ferner ermöglicht worden, die theoretischen Aussagen durch Beispiele der Praxis zu erläutern und die Richtigkeit der wichtigsten Hypothesen zu begründen.
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