Marktforschungsergebnisse zielgruppengerecht kommunizieren: Ergebnisberichte - Präsentationen - Workshops
- ISBN-10
- 3834937568
- ISBN-13
- 9783834937568
- Category
- Business & Economics
- Pages
- 526
- Language
- German
- Published
- 2012-08-23
- Publisher
- Springer-Verlag
- Authors
- Alexander Magerhans, Theresa Merkel, Julia Cimbalista
Description
Marktforschungsergebnisse beinflussen wichtige Entscheidungen in Unternehmen. Daher sollte der Marktforscher in der Präsentation die richtige Balance zwischen Faktenwissen und individueller Präsentation finden. Das vorliegende Buch umfasst alle Elemente der zielgruppengerechte Kommunikation von Marktforschungsergebnissen (Ergebnisberichte, mündliche, virtuelle und internationale Präsentationen, Ergebnisworkshops) und zeigt, wie die Ergebnisse via Intranet und Internet dokumentiert werden können. Für jeden Teilbereich werden eine Zielgruppenanalyse durchgeführt und konkrete Handlungsempfehlungen (Checklisten) abgeleitet. Im Mittelpunkt stehen die Besonderheiten von quantitativen und qualitativen Marktforschungsergebnissen. Experteninterviews und empirische Untersuchungen untermauern die jeweiligen Aussagen. Trends und aktuelle Entwicklungen runden die Darstellung ab.
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