Qualitative Marktforschung: Methoden, Einsatzmöglichkeiten Und Beurteilungskriterien

Name: Qualitative Marktforschung: Methoden, Einsatzmöglichkeiten Und Beurteilungskriterien
Brand: Deutscher Universitatsverlag
SKU: 9783824402168
Price: 3776.0 INR
Availability: InStock

by Gaby Kepper

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ISBN13: 9783824402168
Binding: Paperback
Subject: N/A
Publisher: Deutscher Universitatsverlag
Publisher Imprint: Deutscher Universitatsverlag
Publication Date: January 1, 1994
Pages: 255
Original Price: EUR 51.39
Language: German
Edition: 1994
Item Weight: 386 grams
BISAC Subject(s): Research & Methodology

About The Book

Zu Recht geht die Autorin dieses Buches von der Feststellung aus, daB es an um- fassend und systematisch angelegten Schriften iiber qualitative Marktforschung man- gelt. Mit ihrem eigenen, beachtenswerten Beitrag versucht Frau Dr. Kepper diese Lucke zu schliefien. Es kommt ihr darauf an, die besonderen Merkmale der qual ita- tiven (im Vergleich zur quantitativen) Marktforschung klar zu kennzeichnen, die viel- faltigen Einsatzmoglichkeiten zur Unterstiitzung von Marketing-Entscheidungen auf- zuzeigen, aber auch kritisch auf Kriterien zur Beurteilung der Methodengiite einzuge- hen. Nicht zuletzt will die Verfasserin verdeutlichen, dafi qualitative Marktfor- schungsansatze nicht nur eine "Vorstufe" in Erhebungsprojekten sind, sondern ihren eigenstandigen Stellenwert zur Gewinnung von Marktkenntnissen besitzen. Als Hauptmerkmale der qualitativen Marktforschung werden hervorgehoben: - Die 0 f fen h e i t im Sinne des Verzichts auf eine vorweg getroffene theore- tische Festlegung, so dafi der Forscher und seine Untersuchungskonzeption ohne Einengungen auf die Gewinnung von Hypothesen ausgerichtet sind. - Die K 0 m m u n i kat i v ita t, was bedeutet, dafi die Erhebungsarbeiten nicht starren Fragenstandards folgen, sondern situativ auf die jeweiligen Auskunftspersonen und deren kommunikative Fiihigkeiten eingehen. - Die T y pis i e run g, womit die Verfasserin zum Ausdruck bringen will, daB bei qualitativen Studien nicht das Streben nach statistisch reprasentativen Daten im Vordergrund steht, sondern der Versuch einer verstehenden Zuordnung der Untersu- chungseinheiten zu aussagefiihigen Kategorien. Das 3. Kapitel ("Qualitative Marktforschungsmethoden") enthait eine ausfiihrliche Erlauterung von Untersuchungsverfahren, die diesen Begriffsmerkmalen entsprechen.

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