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Nutzenmessung in der Kaufverhaltensforschung

Nutzenmessung in der Kaufverhaltensforschung

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783824490356
Condition
New
Product Description

Im Marketing wird zur Messung von Kundennutzen hufig die Conjoint-Analyse herangezogen. Doch dieses multivariate Verfahren weist fr die Zwecke der Nutzenmessung in der Kaufverhaltensforschung zentrale Schwchen auf. Markus Voeth entwickelt eine neue Conjoint-Variante, die Hierarchische Individualisierte Limit Conjoint-Analyse (HILCA), mit deren Hilfe eine Vielzahl von Nutzendimensionen erfasst und reales Kaufverhalten zutreffender analysiert und prognostiziert werden kann. Die Leistungsfhigkeit des Verfahrens wird anhand eines empirischen Tests berprft.

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