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Experimentelle Marktforschung – Eine Einführung in die sozialwissenschaftliche Experimentalforschung

Author

Listed:
  • Sebastian Pyka

    (Chemnitz University of Technology, Department of Economics, Chair for Marketing and Business Management)

  • Pia Furchheim

    (University of Lausanne (HEC), Department of Marketing)

Abstract

Da experimentelle Versuchsanordnungen im Vergleich zu anderen Datenerhebungsverfahren Kausalitäten zwischen Untersuchungsvariablen am strengsten prüfen und zeitgleich validere Ergebnisse erzielen, steigt die Bedeutung von experimentellen Untersuchungen in der wirtschaftswissen-/betriebswirtschaftlichen Forschung. Mit dem vorliegenden Beitrag erfolgt daher eine grundlegende Einführung in diese empirische Erhebungsmethodik. Dabei werden nicht nur die konstitutiven Merkmale von experimentellen Untersuchungen erläutert, sondern auch verschiedene experimentelle Versuchsanordnungen dargestellt und deren spezifische Vor- und Nachteile diskutiert, z.B. in Bezug auf die erforderliche Stichprobengröße oder die Wirkung und Eliminierung von Störvariablen. Darüber hinaus werden die Gütekriterien zur Beurteilung von experimentellen Untersuchungen thematisiert und aufgezeigt, wie diese auf einem hohen Niveau erfüllt werden können.

Suggested Citation

  • Sebastian Pyka & Pia Furchheim, 2017. "Experimentelle Marktforschung – Eine Einführung in die sozialwissenschaftliche Experimentalforschung," Chemnitz Economic Papers 014, Department of Economics, Chemnitz University of Technology.
    • Handle: RePEc:tch:wpaper:cep014
    as

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    File URL: https://www.tu-chemnitz.de/wirtschaft/vwl1/RePEc/download/tch/wpaper/CEP014_Grundlagen_Experiment_final.pdf
    File Function: First version, 2017
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    References listed on IDEAS

    as
    1. Bearden, William O & Netemeyer, Richard G & Teel, Jesse E, 1989. "Measurement of Consumer Susceptibility to Interpersonal Influence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(4), pages 473-481, March.
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    Keywords

    Experimentelle Marktforschung; Einführung; sozialwissenschaftliche Experimentalforschung;
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