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Online-Marktforschung

Online-Marktforschung

Holger Lütters

72,14 €
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Editorial:
Springer Nature B.V.
Año de edición:
2004
Materia
Ventas y marketing
ISBN:
9783824482016
72,14 €
IVA incluido
Disponible

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Sobre IBD

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 Internet. 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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