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Marketing > 3: Marktforschung > Flashcards

3: Marktforschung Flashcards

1
Q

Drei Prämissen über Konsumentenbedürfnisse

A

Prämisse 1: Konsumentenbedürfnisse verändern sich (Bsp. Nachhaltigkeit)
Prämisse 2: Konsumentenbedürfnisse sind teilweise paradox (Bsp. Fertig-Nudelsalat)
Prämisse 3: Wir wissen nicht viel über Konsumentenbedürfnisse

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2
Q

Zusammenspiel Martktforschung & Marketing

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3
Q

Modell des fünfstufigen Marktforschungsprozesses

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4
Q

Drei Marktforschungsziele

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5
Q

Marktforschungsziele Bsp Fragen

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6
Q

Design der Marktforschungsstudie: Primär- vs Sekundärforschung

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7
Q

Design der Marktforschung: Eigen- vs Fremdforschung

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8
Q

Zusammenfassung Design – Bsp Mensa

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9
Q

Datenerhebung: Quantitative vs Qualitative Erhebung

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10
Q

Quantitative & Qualitative Erhebung: Mixed Methods

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11
Q

Datenerhebung: Querschnitts- vs Längschnittsanalyse

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12
Q

Datenerhebung: analoge vs digitale Erhebung

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13
Q

Zusammenfassung Datenerhebung – Bsp Mensa

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14
Q

Grundidee Datenanalyse

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15
Q

Grundidee Datenanalyse – quantitative vs qualitative Daten auswerten

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16
Q

Zusammenfassung Datenanalyse – Bsp Mensa

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17
Q

Dokumentation

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18
Q

Grenzen der Marktforschung

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Marketing (6 decks)

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