Online-Marktforschung by Claudia Schuster - Bookswagon
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Online-Marktforschung

Online-Marktforschung


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About the Book

Inhaltsangabe: Zusammenfassung: Die vorliegende Arbeit befasst sich mit der Problematik der Erfüllung von Qualitätsmerkmalen im Internet während der Datenerhebungsphase, also bei der Ziehung von Stichproben. Es wird speziell die Methodik der Auswahl der Teilnehmer sowie die Einhaltung der Gütekriterien betrachtet. Diese Punkte stellen die zentralen Anforderungen an die Qualität und die Aussagekraft einer Studie dar. Dabei werden die aktuellen Möglichkeiten und Grenzen der Online-Marktforschung aufgezeigt. Von den verschiedenen Möglichkeiten der (primären) Datenerhebungen im Internet, erscheint die Befragung als die Wichtigste, weshalb sie in vorliegender Arbeit den Schwerpunkt bildet. Die weitgehende Eingrenzung der Betrachtung auf die Methode der reaktiven Online-Datenerhebung beruht auf der Tatsache, dass in der aktuellen Marktforschungspraxis diese am häufigsten eingesetzt wird und ihr somit die größte Bedeutung zukommt. Um Teilnehmer für eine Befragung auszuwählen, werden in Verbindung mit Rekrutierungsmethoden verschiedene Stichproben angewandt. Besonders in der Stichprobenziehung liegen aber die Grenzen der Online-Marktforschung. Die Praxis stützt sich dabei auf Auswahlverfahren, die auf Grund gegebener Sachverhalte im statistischen Sinne nicht immer einwandfrei durchzuführen sind. Dadurch entsteht ein weiterer Problempunkt, der kritisch beleuchtet wird. Durch diese Analyse soll zugleich festgestellt werden, ob und für welche Gesamtheit repräsentative Ergebnisse erzielt werden können. An Hand definierter Gütekriterien wird die erreichbare Qualität empirischer Datenerhebungen im Internet beurteilt. Da eine eindeutige Messbarkeit meist nicht möglich ist, wird die Bewertung in Bezug zu Befragungsmethoden vorgenommen, die nicht im Internet durchgeführt werden. Darüber hinaus verfolgt diese Untersuchung das Ziel, Lösungsvorschläge zur Minimierung der Qualitätsproblematik aufzuzeigen. Inhaltsverzeichnis: Inhaltsverzeichnis: InhaltsverzeichnisIII Abkürzungsver


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Product Details
  • ISBN-13: 9783838650470
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 181 gr
  • ISBN-10: 3838650476
  • Publisher Date: 21 Feb 2002
  • Height: 210 mm
  • No of Pages: 92
  • Series Title: German
  • Sub Title: Analyse der Qualitätsproblematik beim Ziehen von Stichproben im Internet
  • Width: 148 mm


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