IDEAS home Printed from https://ideas.repec.org/a/zbw/afmpwm/261136.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/261136/1/afm-praxiswissen-01-2018-s135-152.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.15459/95451.25?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hong, Yan-Zhen & Su, Yi-Ju & Chang, Hung-Hao, 2023. "Analyzing the relationship between income and life satisfaction of Forest farm households - a behavioral economics approach," Forest Policy and Economics, Elsevier, vol. 148(C).
    2. Croucher, Richard & Glaister, Keith W. & Rizov, Marian & Rofcanin, Yasin & Wood, Geoffrey, 2020. "Challenges and Resilience: Managers’ perceptions of firm performance following M&As," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 69(4), pages 1470-1505.
    3. Karla Hoff, 2016. "Behavioral Economics and Social Exclusion: Can Interventions Overcome Prejudice?," International Economic Association Series, in: Kaushik Basu & Joseph E. Stiglitz (ed.), Inequality and Growth: Patterns and Policy, chapter 6, pages 172-200, Palgrave Macmillan.
    4. Annie Tubadji, 2020. "Value-Free Analysis of Values: A Culture-Based Development Approach," Sustainability, MDPI, vol. 12(22), pages 1-17, November.
    5. Gianluca Fiocchi & Mona Seyed Esfahani, 2024. "Exploring the uniqueness of distinctive brand assets within the UK automotive industry," Journal of Brand Management, Palgrave Macmillan, vol. 31(1), pages 1-15, January.
    6. Mariano Puglisi & Vincenzo Fasone & Giulio Pedrini & Deborah Gervasi & Guglielmo Faldetta, 2022. "Using a dual system of reasoning in small businesses: Entrepreneurial decisions and subjective risk intelligence," International Entrepreneurship and Management Journal, Springer, vol. 18(2), pages 529-553, June.
    7. Katarzyna M. Werner & Horst Zank, 2019. "A revealed reference point for prospect theory," Economic Theory, Springer;Society for the Advancement of Economic Theory (SAET), vol. 67(4), pages 731-773, June.
    8. Asbjørn Sonne Nørgaard, 2018. "Human behavior inside and outside bureaucracy: Lessons from psychology," Journal of Behavioral Public Administration, Center for Experimental and Behavioral Public Administration, vol. 1(1).
    9. Will, Matthias Georg & Pies, Ingo, 2019. "Developing advocacy strategies for avoiding dicourse failure through moralizing and emotionalizing campaigns," Discussion Papers 2019-01, Martin Luther University of Halle-Wittenberg, Chair of Economic Ethics.
    10. Andrew Pendleton & Ben Lupton & Andrew Rowe & Richard Whittle, 2019. "Back to the Shop Floor: Behavioural Insights from Workplace Sociology," Work, Employment & Society, British Sociological Association, vol. 33(6), pages 1039-1057, December.
    11. Giovanni Ferri & Matteo Ploner & Matteo Rizzolli, 2016. "Count To Ten Before Trading: Evidence On The Role Of Deliberation In Experimental Financial Markets," CERBE Working Papers wpC07, CERBE Center for Relationship Banking and Economics.
    12. Paul Pautler, 2015. "A Brief History of the FTC’s Bureau of Economics: Reports, Mergers, and Information Regulation," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 46(1), pages 59-94, February.
    13. Ferri, Giovanni & Ploner, Matteo & Rizzolli, Matteo, 2021. "Trading fast and slow: The role of deliberation in experimental financial markets," Journal of Behavioral and Experimental Finance, Elsevier, vol. 32(C).
    14. Severin Weiler & Christian Matt & Thomas Hess, 2022. "Immunizing with information – Inoculation messages against conversational agents’ response failures," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 239-258, March.
    15. Qu, Guangjun & Slagter, Bob & Sylwester, Kevin & Doiron, Kyle, 2019. "Explaining the standard errors of corruption perception indices," Journal of Comparative Economics, Elsevier, vol. 47(4), pages 907-920.
    16. Daniels, David P. & Zlatev, Julian J., 2019. "Choice architects reveal a bias toward positivity and certainty," Organizational Behavior and Human Decision Processes, Elsevier, vol. 151(C), pages 132-149.
    17. Miao Liu, 2022. "Assessing Human Information Processing in Lending Decisions: A Machine Learning Approach," Journal of Accounting Research, Wiley Blackwell, vol. 60(2), pages 607-651, May.
    18. Riener, Gerhard & Wagner, Valentin, 2017. "Shying away from demanding tasks? Experimental evidence on gender differences in answering multiple-choice questions," Economics of Education Review, Elsevier, vol. 59(C), pages 43-62.
    19. Azmat, Saad & Ayub, Ahmad & Brown, Kym & Skully, Michael, 2020. "The inequality debate: Do financial markets matter?," Journal of Behavioral and Experimental Finance, Elsevier, vol. 27(C).
    20. Argyris, Nikolaos & French, Simon, 2017. "Nuclear emergency decision support: A behavioural OR perspective," European Journal of Operational Research, Elsevier, vol. 262(1), pages 180-193.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:afmpwm:261136. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://arbeitsgemeinschaft.marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.