Kognitive Prozesse am Point of Sale : Zur Qualität von Datenerhebungsmethoden der Konsumentenforschung
Language: German
Published by Gabler Verlag, 2009
- Softcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
AbeBooks seller since August 14, 2006
Condition: New
£ 60.91
Quantity: 1 available
Add to basketItem description from seller
Druck auf Anfrage Neuware - Printed after ordering - Ein Großteil der Kaufentscheidungen von Konsumenten fällt direkt am Point of Sale (POS). Geeignete Marketingmaßnahmen am POS werden somit für Hersteller und Handel zu einem wichtigen Wettbewerbsvorteil. Für effektives und effizientes ist es notwendig zu wissen, wie sich Konsumenten tatsächlich im Laden verhalten und welche Prozesse dieses Verhalten steuern. Oliver B. Büttner untersucht, wie Methoden am POS sinnvoll eingesetzt werden können, um einkaufsbegleitende kognitive Prozesse von Ladenbesuchern zu analysieren. Der Fokus liegt dabei auf zwei Varianten zur Produktion von Gedankenprotokollen: dem Lauten Denken und der Videogestützten Gedankenrekonstruktion. Der Autor entwickelt ein Modell zur Validität von Gedankenprotokollen am POS und überprüft dieses in zwei empirischen Studien. Die Ergebnisse zeigen, welche Probleme bei der Untersuchung einkaufsbegleitender kognitiver Prozesse bestehen und wie die Validität von Gedankenprotokollen beurteilt werden kann. Zudem werden Verbesserungen bestehender Methoden entwickelt.…
Seller Inventory # 9783834914927
- Title
- Kognitive Prozesse am Point of Sale : Zur Qualität von Datenerhebungsmethoden der Konsumentenforschung
- Author
- Oliver Büttner
- Publisher
- Gabler Verlag
- Publication year
- 2009
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- German
- ISBN 10
- 3834914924
- ISBN 13
- 9783834914927
- Item weight
- 337 grams
- Dimensions
- 210x148x15 mm
"Synopsis" may belong to another edition of this title.
About the Author
"About the title" may belong to another edition of this title.
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