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Springer Conjointanalyse: Methoden - Anwendungen - Praxisbeispiele

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Description

Die Conjointanalyse ist ein wichtiges Marketing-Instrument, mit dem man die Kundenorientierung verbessern, die Marktabdeckung, Umsätze und Gewinne bei den eigenen Produkten steigern sowie neue Sachgüter und Dienstleistungen erfolgreich in Märkten platzieren kann. Dieses Buch präsentiert umfassend Methoden, Anwendungen und Praxisbeispiele zu diesem modernen Denkansatz. Renommierte Experten aus Wissenschaft und Praxis vermitteln, wie die Conjointanalyse erfolgreich in Unternehmen genutzt werden kann. Diskutiert wird, wie man Marktforschung betreiben und damit Kundenwünsche erheben sowie unter Verwendung von Simulationsrechnungen Produkte marktorientiert verbessern oder neu einführen kann. Betriebswirtschaftliche Anwendungen zur Marktsegmentierung, Produktplanung, -gestaltung und -einführung ebenso wie branchenbezogene Anwendungsberichte verdeutlichen den Stellenwert dieses Marketing-Instrumentes. In der 2. Auflage wurden alle Beiträge aktualisiert und es wurden neue Beiträge ergänzt, etwa zur Adaptiven Choice-Based Conjointanalyse, zur Latenten Klassenbildung mit und ohne hierarchisch bayesianische Schätzung sowie zu Anwendungen im Sportmanagement oder zur Mensch-Roboter-Kollaboration in der Industrie. In den Beiträgen zur Versuchsplanung, zu den Erhebungs- und Auswertungsverfahren sowie zur Simulation und Optimierung wird nun zusätzlich in die versierte Nutzung von Standardsoftware eingeführt und es werden Beispielquellcodes und -datensätze bereitgestellt. Der Inhalt • Einführung • Grundlagen und Modellbildung • Messung der Präferenzen • Simulation und Optimierung • Betriebswirtschaftliche Anwendungen • Branchenspezifische Anwendungen

Product Specifications

Format
hardcover
Domain
Amazon UK
Release Date
22 May 2021
Listed Since
21 March 2021

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