


Workbook MarktforschungSowohl fr die eigene Durchfhrung von Marktforschungsstudien als auch fr die Interpretation und Beurteilung von in Auftrag gegebenen Studien sind profunde Marktforschungskenntnisse unverzichtbar. Mit welcher Erhebungsmethode knnen Daten mglichst unverzerrt gewonnen werden? Wie ist das Erhebungsdesign festzulegen, um einen hohen Datenrcklauf zu erreichen? Wie knnen die Daten analysiert und interpretiert werden? Wie lsst sich die Qualitt der Studie und
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