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Qualitative Marktforschung

Qualitative Marktforschung

 

150,16 €
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Consulta disponibilidad
Editorial:
Springer Nature B.V.
Año de edición:
2009
Materia
Investigación de mercado
ISBN:
9783834909763

Selecciona una librería:

  • Librería Samer Atenea
  • Kálamo Books
  • Librería Elías (Asturias)
  • Librería Kolima (Madrid)
  • Librería Proteo (Málaga)
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Sobre IBD

79 Autoren geben Einblick in die theoretischen Wurzeln qualitativer Marktforschung, die grundlegende Methodologie, differente Forschungsstrategien sowie Herausforderungen in der Datenerhebung, Datenanalyse und Dateninterpretation. Anhand von Beispielen wird die Leistungsfähigkeit und Vielfältigkeit der Anwendungsmöglichkeiten der qualitativen Methodik bei der Analyse von Fragestellungen aus der Konsumforschung und dem Marketingmanagement demonstriert. In der 2. Auflage wurden aktuelle Entwicklungen integriert. 'Auch Praktiker können von diesem Lehrbuch profitieren.' w&v - werben & verkaufen

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