Wirtschaftswissenschaftliche Fakultät

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Übersicht


     

Market Research
(Basic Level)

(Marktforschung Basics)

Market Research
(Advanced Level)

(Marktforschung Advanced)

Techniques for Market Research

(Methoden der Marktforschung)

Computer-Aided
Data Analysis (SPSS)

(IT-gestützte Marktforschung (SPSS))

Introduction 

Primary and Secondary Research

Data Collection 

Data 

Experimentation [1]

Sampling

Basics of Data Analysis

Quality Criteria of Estimators

Statistical Tests 

Analysis of Variance 

Regression Analysis

Lecture Materials 

Excercises 

Defining four stages of the customer-company relation

Awareness
Recall measures
Recognition measures

Attitudes
Direct measures
Multidimensional scaling [1]
Conjoint measurement [1] [2] [3]
Measuring willingness to pay

Satisfaction
Identifying satisfiers, dissatisfiers and criticals
Measuring satisfaction

Loyalty
Measuring commitment
Analysing purchase histories

Psychometric Scaling [1]

Scenario Analysis [1]

Diffusion Models [1] [2]

Market Response Models

Panel Analysis [1]

Customer Segmentation [1]
Clusteranalyse [1]

Introduction [1]

Menu Bar

Data Input

Data Analyses

Descriptive Analyses and Creating Figures

Syntax 

Applications [2] [3] [4] [5] [6]

 

 

Angaben ehemaliger Klausuren und deren Loesungen finden Sie in:
Gierl, H.: Uebungsaufgaben Marketing, aktuelle Auflage, Lohmar, Verlag Josef Eul.

 

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