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Marktforschung : Datenerhebung und Datenanalyse
Kreis, Henning; Wildner, Raimund; Kuß, Alfred - 2021 - 7., überarbeitete Auflage
Dieses Buch zeigt in gut verständlicher Weise die wesentlichen Grundlagen der Marktforschung auf, wie sie für Studium …. Aktuelle Entwicklungen in Bezug auf Online-Marktforschung, Datenaufbereitung, Signifikanztests und mobile Datenerhebung wurden … Marktforschung sowie Markt- und Werbepsychologie. Prof. Dr. Raimund Wildner ist Vizepräsident des Nürnberg Institut für …
Persistent link: https://www.econbiz.de/10012585351
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Marketing Analytics : Perspektiven - Technologien - Anwendungsfelder
Halfmann, Marion (ed.); Schüller, Katharina (ed.) - 2022
Hochschule Niederrhein. Ihre Tätigkeitsschwerpunkte liegen im Bereich Marktforschung, Marketing-Controlling und Marketing …
Persistent link: https://www.econbiz.de/10012814664
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Handbook of Market Research
Homburg, Christian (ed.); Klarmann, Martin (ed.);  … - 2022 - 1st ed. 2022.
Data. Experiments in Market Research -- Field Experiments -- Design and Process of Survey Research -- Qualitative Market Research -- Challenges in Conducting International Market Research -- Dealing with Endogeneity: A Nontechnical Guide for Marketing Researchers -- Fusion Modeling -- Managing...
Persistent link: https://www.econbiz.de/10012814666
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A Systems Thinking Decision-Making Process : How to Avoid Burnt Toast
Barabba, Vincent P. - 2022
1. An Uncertain and More Complex Environment Requires you Learn From Your Decisions – Question the Known and Seek Answers to the Unknown -- 2. How the Journey to Improved Decision Making Started with my Introduction to the Silo Problem and the Importance of Understanding Both Sides of a Story...
Persistent link: https://www.econbiz.de/10012814732
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Trend Management : How to Effectively Use Trend-Knowledge in Your Company
Blechschmidt, Jörg - 2022 - 1st ed. 2022.
Chapter 1. About trends in general -- Chapter 2. Excursus: Dealing with fuzzy information -- Chapter 3. Trend analysis in companies -- Chapter 4. Trend research: Collecting trend information -- Chapter 5. Trend analysis: Understanding effects -- Chapter 6. Excursus: Thinking traps in trend...
Persistent link: https://www.econbiz.de/10012814785
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Market Driven Political Advertising : Social, Digital and Mobile Marketing
Hughes, Andrew - 2018
Exploring the new era of political advertising beyond television and print, this book focuses on the mediums of the new millennia that are transforming campaigning and communications in political systems around the world. The author illustrates how the use of social, digital and mobile...
Persistent link: https://www.econbiz.de/10012395824
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Advances in Advertising Research IX : Power to Consumers
Cauberghe, Verolien (ed.); Hudders, Liselot (ed.);  … - 2018
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring...
Persistent link: https://www.econbiz.de/10012395869
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Consumer Behavior over the Life Course : Research Frontiers and New Directions
Moschis, George P. - 2019
This book examines consumer behavior using the “life course” paradigm, a multidisciplinary framework for studying people's lives, structural contexts, and social change. It contributes to marketing research by providing new insights into the study of consumer behavior and illustrating how to...
Persistent link: https://www.econbiz.de/10012396143
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Forward-looking External Search as a Driver for Innovation : An Empirical Analysis of the Value Contribution of Different Search Strategies for Corporate Foresight
Polier, Sara - 2019
In this empirical analysis Sara Polier investigates forward-looking external search strategies and their impact on the value contribution of corporate foresight. Based on a mixed method approach combining a quantitative and qualitative analysis of large, R&D-intensive firms, the findings reveal...
Persistent link: https://www.econbiz.de/10012398516
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The Cultural Influence on Mass Customization
Wabia, Carolin - 2020 - 1st ed. 2020.
Theoretical Background on Mass Customization Research -- Fundamentals of Culture Research -- Cultural Influence on Consumer Behavior Under Mass Customization -- Cultural‐bound Interest in Mass Customization – survey -- Cultural‐Bound Actions in Mass Customization – experiment. .
Persistent link: https://www.econbiz.de/10012399676