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Nutzenschtzung in Conjoint-Analysen

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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783824490585
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Product Description

Die Conjoint-Analyse ist eines der erfolgreichsten Verfahren zur Prferenzmessung und wird in Neuproduktplanung, Preisgestaltung, Sortimentspolitik und Werbegestaltung eingesetzt. In jngster Zeit wird die Methode jedoch verstrkt kritisiert. Thorsten Teichert vergleicht klassische und neue Verfahren der Conjoint-Analyse. Er beleuchtet ihre methodischen Eigenschaften, bewertet die Qualitt von Verfahrensalternativen und leitet konkrete Handlungsanweisungen fr die Marktforschungspraxis aus konzeptionellen und empirischen Analysen ab. Die Grundlage bildet ein Methodenmix aus Simulationen, Experimenten und empirischen Erhebungen. Dadurch verknpft der Autor die methodische Grundlagenforschung mit wichtigen praktischen Implikationen.

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