Mobile Research: Erstes deutsches Fachbuch zur mobilen Marktforschung erschienen

Grundlagen und Zukunftsaussichten für die Mobile Marktforschung
Grundlagen und Zukunftsaussichten für die Mobile Marktforschung

Kapitel 6: Auf der Suche nach neuen Fragetypen für die mobile Marktforschung von Holger Lütters

Die Marktforschung wird mobil. Beim Übergang in eine neue Zeit der technischen Interaktion sind zunächst mobile Geräte mit Touchfunktionalität im Fokus, wobei jedoch viele Dinge zu beachten sind. Der Beitrag beschäftigt sich mit den grundsätzlichen Möglichkeiten mobiler Forschung auf Smartphones und Tablets aus dem Blickwinkel des Jahres 2017 und deutet auf die nicht genutzten Potenziale mobiler Technologien in der Marktforschung hin. Der Autor mahnt insbesondere die Entwicklung von neuen Methoden der befragenden Zunft im mobilen Zeitalter an und zeigt einige Beispiele einer möglichen Entwicklung auf.

Das ganze Buch unter: (HTW Berlin Studierende haben über den HTW Zugang die Möglichkeit zum kostenfreien Download)

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