Conjointanalyse: Methoden - Anwendungen - Praxisbeispiele (German Edition)
Language: German
Published by Springer Gabler, 2021
- Hardcover
- New

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- Title
- Conjointanalyse: Methoden - Anwendungen - Praxisbeispiele (German Edition)
- Publisher
- Springer Gabler
- Publication year
- 2021
- Condition
- New
- Binding
- Hardcover
- Language
- German
- ISBN 10
- 3662633639
- ISBN 13
- 9783662633632
- Edition
- 2nd Edition
Die Conjointanalyse ist ein wichtiges Marketing-Instrument, mit dem man die Kundenorientierung verbessern, die Marktabdeckung, Umsätze und Gewinne bei den eigenen Produkten steigern sowie neue Sachgüter und Dienstleistungen erfolgreich in Märkten platzieren kann. Dieses Buch präsentiert umfassend Methoden, Anwendungen und Praxisbeispiele zu diesem modernen Denkansatz.
Renommierte Experten aus Wissenschaft und Praxis vermitteln, wie die Conjointanalyse erfolgreich in Unternehmen genutzt werden kann. Diskutiert wird, wie man Marktforschung betreiben und damit Kundenwünsche erheben sowie unter Verwendung von Simulationsrechnungen Produkte marktorientiert verbessern oder neu einführen kann. Betriebswirtschaftliche Anwendungen zur Marktsegmentierung, Produktplanung, -gestaltung und -einführung ebenso wie branchenbezogene Anwendungsberichte verdeutlichen den Stellenwert dieses Marketing-Instrumentes.
In der 2. Auflage wurden alle Beiträge aktualisiert und es wurden neue Beiträge ergänzt, etwa zur Adaptiven Choice-Based Conjointanalyse, zur Latenten Klassenbildung mit und ohne hierarchisch bayesianische Schätzung sowie zu Anwendungen im Sportmanagement oder zur Mensch-Roboter-Kollaboration in der Industrie. In den Beiträgen zur Versuchsplanung, zu den Erhebungs- und Auswertungsverfahren sowie zur Simulation und Optimierung wird nun zusätzlich in die versierte Nutzung von Standardsoftware eingeführt und es werden Beispielquellcodes und -datensätze bereitgestellt.
Der Inhalt
• Einführung
• Grundlagen und Modellbildung
• Messung der Präferenzen
• Simulation und Optimierung
• Betriebswirtschaftliche Anwendungen
• Branchenspezifische Anwendungen
"Synopsis" may belong to another edition of this title.
About the Author
- Dennis Appenfeller, Universität Potsdam, Potsdam, Deutschland
- Stephan Baass, Jungheinrich Schweiz, Hirschthal, Schweiz
- Daniel Baier, Universität Bayreuth, Bayreuth, Deutschland
- Ingo Balderjahn, Universität Potsdam, Potsdam, Deutschland
- Bernhard Baumgartner, Universität Osnabrück, Osnabrück, Deutschland
- Axel Bichler, Factworks LLC, San Mateo, CA, USA
- Claudia Bornemeyer, IUBH Internationale Hochschule, Bad Honnef, Deutschland
- Benedikt M. Brand, Universität Bayreuth, Bayreuth, Deutschland
- Michael Brusch, Hochschule Anhalt, Köthen, Deutschland
- Reinhold, Decker, Universität Bielefeld, Bielefeld, Deutschland
- Michael Freiherr von Forstner, Jungheinrich AG, Norderstedt, Deutschland
- Lorenz Gabriel, Universität Trier, Trier, Deutschland
- Wolfgang Gaul, Karlsruher Institut für Technologie, Karlsruhe, Deutschland
- Doreen Hedergott, Stiftung Warentest, Berlin, Deutschland
- Maren Hein, Landesamt für Statistik Niedersachsen, Hannover, Deutschland
- Simon Himmel, RWTH Aachen University, Aachen, Deutschland
- Thomas Kohler, Alix Partners, Boston, MA, USA
- Peter Kurz, BMS Marketing Research + Strategy GmbH, München, Deutschland
- Steffen Männche, IQVIA Commercial GmbH & Co. OHG, Frankfurt am Main, Deutschland
- Bruno Neibecker, Karlsruher Institut für Technologie, Karlsruhe, Deutschland
- Petra Oexler, BMW Group, München, Deutschland
- Friederike Paetz, Technische Universität Clausthal, Clausthal-Zellerfeld, Deutschland
- Mathias Peyer, Ministerium fürBildung, Jugend und Sport, Potsdam, Deutschland
- Winfried J. Steiner, Technische Universität Clausthal, Clausthal-Zellerfeld, Deutschland
- Stephan Szuppa, SRH Berlin University of Applied Sciences, Berlin, Deutschland
- Volker Trommsdorff, Technische Universität Berlin, Berlin, Deutschland
- Frank Wartenberg, IQVIA Commercial GmbH & Co. OHG, Frankfurt am Main, Deutschland
- Rolf Weiber, Universität Trier, Trier, Deutschland
- Herbert Woratschek, Universität Bayreuth, Bayreuth, Deutschland
- Martina Ziefle, RWTH Aachen University, Aachen, Deutschland
"About the title" may belong to another edition of this title.
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