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Qualitative Marktforschung

Konzepte - Methoden - Analysen

Language GermanGerman
Book Hardback
Book Qualitative Marktforschung Renate Buber
Libristo code: 01782964
Publishers Gabler Verlag, March 2009
In "Qualitative Marktforschung" decken ca. 80 AutorInnen eine breite Palette an methodologischen und... Full description
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In "Qualitative Marktforschung" decken ca. 80 AutorInnen eine breite Palette an methodologischen und methodischen Fragen der qualitativen Markt- und Marketingforschung ab. Sie 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.

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About the book

Full name Qualitative Marktforschung
Author Renate Buber, Hartmut M. Holzmüller
Language German
Binding Book - Hardback
Date of issue 2009
Number of pages 1152
EAN 9783834909763
ISBN 3834909769
Libristo code 01782964
Publishers Gabler Verlag
Weight 2050
Dimensions 170 x 244 x 60

Categories

Economics, Finance, Business & Management > Business & Management > Sales & marketing > Market research
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