Download E-books Online-Marktforschung: Eine Positionsbestimmung im Methodenkanon der Marktforschung unter Einsatz eines webbasierten Analytic Hierarchy Process (webAHP) (Marketing-Management) (German Edition) PDF

Holger Lütters analysiert die klassischen Formen der Datenerhebung (telefonisch, persönlich und schriftlich) und die Webbefragung in einem Analytic Hierarchy Process-Modell (AHP). Der zu diesem Zweck vom Autor entwickelte webAHP überträgt die klassische AHP-Methodik auf das web. Eine empirische Untersuchung innerhalb der Branche der professionellen Marktforscher zeigt die verschiedenen Strategieausrichtungen der Marktteilnehmer auf, und eine umfangreiche Sensitivitätsanalyse erlaubt tiefergehende Einblicke in die unterschiedlichen Konstellationen bei der Anwendung von Erhebungsmethoden.

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