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Digitalisierung in der Marktforschung: Ein pragmatischer Ansatz für die Praxis zur Messung impliziter Einstellungen

Author

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  • Bookhagen, Andrea
  • Böhnert, Arno F.

Abstract

Über mobile Endgeräte und das Internet of Things werden Unmengen von Daten generiert und Algorithmen versuchen das Verhalten der Konsumenten vorauszusagen, können es aber (noch) nicht erklären. Während zuvor der Zugang zu den Daten und die Fähigkeit zur Analyse wesentliche Kernkompetenz der Marktforscher waren, besteht hier nun einerseits ein Disruptionsrisiko, andererseits aber auch die Chance, neue Technologien zu nutzen und Datenerhebung und Analysen zu vereinfachen. Dieser Beitrag zeigt dies am Beispiel der Einstellungsmessung. Im Rahmen der online oder mobilen Marktforschung scheint die Verwendung neuer Fragetypen und Reaktionszeitmessungen gut geeignet, um fest verankerte Einstellungen von weniger festen Einstellungen zu unterscheiden.

Suggested Citation

  • Bookhagen, Andrea & Böhnert, Arno F., 2018. "Digitalisierung in der Marktforschung: Ein pragmatischer Ansatz für die Praxis zur Messung impliziter Einstellungen," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 3(01/2018), pages 135-152.
    • Handle: RePEc:zbw:afmpwm:261136
    DOI: 10.15459/95451.25
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    References listed on IDEAS

    as
    1. Andrei Shleifer, 2012. "Psychologists at the Gate: A Review of Daniel Kahneman's Thinking, Fast and Slow," Journal of Economic Literature, American Economic Association, vol. 50(4), pages 1080-1091, December.
    2. Shleifer, Andrei, 2012. "Psychologists at the Gate: Review of Daniel Kahneman’s Thinking, Fast and Slow," Scholarly Articles 10735580, Harvard University Department of Economics.
    3. Bookhagen, Andrea, 2016. "Die Touchpoint-Analyse als Kontroll- und Steuerungsinstrument bei der Markenführung," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 35-50.
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