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dpunkt.verlag GmbH Ringstraße 19 B 69115 Heidelberg, Germany http://www.dpunkt.de
Contact Ms Antje Nicklas +49 6221 148324
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dpunkt.verlag GmbH

Bücher im Januar

(PresseBox) (Heidelberg, )
Martin Welker, Andreas Werner, Joachim Scholz
Online-Research
Markt- und Sozialforschung mit dem Internet

05.01.2005, 318 Seiten, Broschur
Euro 39,00 (D) / ISBN 3-89864-308-5 (dpunkt.verlag)


Das Buch zeigt die gängigsten Online-Methoden der Marktforschung und deren praktische Anwendungsbereiche: Entlang des gesamten Forschungsprozesses – von der Auswahl der Untersuchungseinheiten über die Datenerhebung bis hin zur Auswertung – werden online-spezifische Grundlagen erklärt und konkrete Anwendungsbeispiele gezeigt. Die theoretische Einführung in die Online-Befragung wird ergänzt durch Themen wie Online-Mitarbeiterbefragung, Online-Experimente, Werbemittelforschung und Cyber-Geografie. Neben der Einführung in die Methodik stellt das Buch die wichtigsten Akteure der deutschsprachigen Online-Forschungsszene vor. Ein umfangreiches Literaturverzeichnis und ein Stichwortregister runden die Publikation ja.

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