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Eine Trendwende in der Marketingforschung – Aktuelle Chancen und Risiken von Web Surveys

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Zusammenfassung

Ein effektives Marketing ist essenziell für jede Unternehmung, um sich im ständig in Bewegung befindlichen Markt erfolgreich positionieren zu können.Im Rahmen der Marktforschung werden die benötigten Marktdaten, die die Basis vieler Marketingentscheidungen darstellen, generiert. Die Erhebung dieser Marktdaten erfolgt dabei häufig in Form von Umfragedaten.

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Authors and Affiliations

  1. Halle, Deutschland

    Univ.-Prof. Dr. Claudia Becker & Kristin Dombrowski M.Sc.

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  1. Univ.-Prof. Dr. Claudia Becker
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  2. Kristin Dombrowski M.Sc.
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Correspondence to Claudia Becker .

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  1. Univations GmbH, Universität Halle-Wittenberg Univations GmbH, Halle, Germany

    Gesa Crockford

  2. Conomic Marketing & Strategy Consultants, Halle, Germany

    Falk Ritschel

  3. Halle, Germany

    Ulf-Marten Schmieder

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Becker, C., Dombrowski, K. (2013). Eine Trendwende in der Marketingforschung – Aktuelle Chancen und Risiken von Web Surveys. In: Crockford, G., Ritschel, F., Schmieder, UM. (eds) Handel in Theorie und Praxis. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01986-0_17

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