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Marktforschung

In: Basiswissen Marketing

Author

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  • Gerd-Inno Spindler

Abstract

Zusammenfassung Ein Unternehmen benötigt eine Vielzahl an Informationen über einen Markt, die Konsumenten, deren Verhalten, die Wettbewerber und auch über eventuell mögliche neue Marktteilnehmer und Wettbewerber. Ein Marketinginformationssystem dient dazu, alle diese Informationen zu besorgen, zu verwalten und auszuwerten (vgl. Kotler et al. 2007). Informationen gibt es in sehr unterschiedlichen Quellen, z. B. durch Geschäftsberichte, die Beobachtung von Websites der Wettbewerber, Stellenausschreibungen, Artikel in Printmedien etc. Die Marktforschung kann eine interne und externe Informationsbeschaffung sein und quasi eine Verbindung zwischen Unternehmen (genauer dem Marketing) und den Verbrauchern herstellen. Ein Marktforschungsmodell und der Marktforschungsprozess werden vorgestellt. Die Bedeutung einer Stichprobe und unterschiedliche Marktforschungsfragen werden erläutert.

Suggested Citation

  • Gerd-Inno Spindler, 2022. "Marktforschung," Springer Books, in: Basiswissen Marketing, edition 3, chapter 0, pages 55-63, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38339-8_5
    DOI: 10.1007/978-3-658-38339-8_5
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