Marktforschung

Name: Marktforschung
Brand: Gabler Verlag
SKU: 9783663030119
Price: 3776.0 INR
Availability: InStock

by Karl Christian Behrens

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ISBN13: 9783663030119
Binding: Paperback
Subject: N/A
Publisher: Gabler Verlag
Publisher Imprint: Gabler Verlag
Publication Date: January 1, 1959
Pages: 165
Original Price: EUR 51.39
Language: German
Edition: 1959
Item Weight: 277 grams
BISAC Subject(s): Economics / General

About The Book

Im Mittelpunkt dieser Abhandlung steht die "demoskopische Marktforschung" als subjektbezogener Teil des Gesamtkomplexes "Marktforschung", dessen objektbezogener ("ökoskopischer") Bereich einer späteren Darstellung vor- behalten bleiben soll. Die Marktforschung befindet sich in einer Periode stürmischer Entwicklung mit relativ schnellem Wechsel der Auffassungen und Methoden, so da ein Buch hierüber eigentlich nach Ablauf einiger Jahre neu geschrieben werden mü te. Um so notwendiger ist es, die vorhandenen und in der Praxis verwendeten Begrüfe - wie ehedem in der Entwicklungs- zeit der Betriebswirtschaftslehre - zu ordnen, irreführende Bezeichnungen auszusondern und eine eindeutige Nomenklatur zu schaffen. Das ist im ersten Kapitel versucht worden. Den Schwerpunkt der Abhandlung bilden die Erhebungsmethoden und die praktische Durchführung der demoskopischen Marktforschung. Herr Kollege Prof. Dr. Münzner war so liebenswürdig, die angeführten Formeln durchzusehen. Meinem engeren Mitarbeiter im Institut für Markt- und Ver- brauchsforschung, Herrn Dr. Klaus Schreiber, danke ich für seine tatkräftige und treue Mitwirkung; Herrn Diplom-Volkswirt Edgar Uherek gebührt Dank und Anerkennung für wertvolle Anregungen. KARL CHRISTIAN BEHRENS Inhaltsverzeichnis Erstes Kapitel Seite Grundlagen der demoskopischen Marktforschung I. Grundbegriffe . . . 11 29 11. Entwicklungsphasen Zweites Kapitel Erhebungsmethoden der demoskopischen Marktforschung I. Befragung . 35 1. Auskunftspersonen 36 2. Befragungsgegenstände 43 3. Befragun strategien 48 54 4. Befragungstaktiken . 5. Zahl der Untersuchungsthemen einer Befragung 61 6. Arten der Kommunikation bei Befragungen 62 11. Beobachtung ............ .

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