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Qualitative Markt- und Konsumforschung
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Die Autoren Thomas Khn und Kay-Volker Koschel geben in diesem Buch eine praxisnahe Einfhrung in Grundgedanken und Methoden der qualitativen Markt- und Konsumforschung. Zur Veranschaulichung werden zahlreiche Praxisbeispiele gegeben und typische Fehler bei der Konzeption typischer Studien identifiziert und Lsungsmglichkeiten angeboten.
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