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Präferenzanalyse für Dienstleistungsinnovationen mittels multimedialgestützter Conjointanalyse

Präferenzanalyse für Dienstleistungsinnovationen mittels multimedialgestützter Conjointanalyse

Michael Brusch

91,09 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2005
Materia
Ventas y marketing
ISBN:
9783835000605
91,09 €
IVA incluido
Disponible

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Sobre IBD

Michael Brusch präsentiert ein Vorgehenskonzept zur Durchführung einer Präferenzanalyse mittels Conjointanalyse für Dienstleistungsinnovationen, das vor allem multimediale Stimuli einsetzt. Im Mittelpunkt stehen insbesondere die gezielte Ausrichtung der Datenerhebung auf (potenzielle) Kunden, die Vorschaltung einer umfangreichen Informationsphase, die hinreichende Beschreibung innovativer Eigenschaften durch eine adäquate Präsentation und die explizite Berücksichtigung konstitutiver und spezifischer Dienstleistungsmerkmale.

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