By Alfred Kuß,Raimund Wildner,Henning Kreis

Die Autoren vermitteln in intestine verständlicher Weise die wesentlichen Grundlagen der Marktforschung, wie sie für Studium und Praxis des advertising erforderlich sind. Ziel ist es, den Lesern ein solides und tiefgehendes Verständnis zentraler Aspekte der Marktforschung zu vermitteln und damit die foundation für die Anlage und Verwendung von Marktforschungsuntersuchungen zu schaffen.

In der five. Auflage wurde das Buch in der neuen Autorenschaft übersichtlicher strukturiert. Alle Kapitel wurden überarbeitet, einzelne Teile wurden gestrafft, andere erweitert. Insbesondere der Praxisbezug bei Stichprobenziehung, Marketing-Testverfahren und Panels wurde deutlich ausgebaut. Zahlreiche Beispiele und weiterführende Hinweise kommen zur Vertiefung hinzu.

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Marktforschung: Grundlagen der Datenerhebung und Datenanalyse (German Edition) by Alfred Kuß,Raimund Wildner,Henning Kreis


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