Ich benötige Unterstützung bei meiner Diplomarbeit, hierzu suche ich einen Texter und der auch Erfahrung im Marketing hat. ca. 20 Seiten Inhaltsverzeichnis . Marktorientierte Gestaltung und Führung der Geschäftsprozesse — Marketingkonzept. In R. Dubs, D. Diplomarbeit der HSG, Universtität St. Gallen. Braun, A. Questioning Strategies in Marketing Research Questionnaires – Julia Glimmann – Diplomarbeit – Amerikanistik – Sonstiges.

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Marketing research is the fundamental basis of virtually all marketing activities. Therefore, it is of invaluable importance. Researchers have a variety of research instruments available to conduct a survey: Questionnaires dpilomarbeit one of the most frequently used means in marketing research to investigate attitudes, beliefs and preferences of consumers. Thus, the objective of this thesis is to analyze and compare three different kinds of questionnaires used in marketing research.

As questioning for information is the main theme of this paper, the focus will be placed on the linguistic description of questions. Even though the term question is generally understood, a short definition will be provided. Therefore, questions need not be stated in the interrogative form in order to count as such.

The interview situation itself makes it clear to respondents that the utterances of the interviewer have to be interpreted as questions. Interrogative sentences will then be only those sentences that are questions due to their syntactic form. This will be explained in more detail in chapter seven. The research question, which is to be seen as the thread running through this work, can be formulated as follows: What are the differences between questionnaires used in personal face-to-face interviews, telephone interviews and self-administered questionnaires and how are these differences reflected in language?

My claim is that self-administered questionnaires use different questioning strategies and can clearly be distinguished from questionnaires used in personal face-to-face interviews and in telephone interviews. I also assume that the former ones are easier to complete because they contain shorter and more simple sentences. This assumption is based on the fact that in self-administered questionnaires, as the name already indicates, respondents are left to themselves when filling out the questionnaire.

In marketingkonzeot thesis it will be further investigated whether questionnaires used in face-to-face interviews marketingkoonzept be distinguished from those used in telephone interviews. I suppose that telephone questionnaires take a position in between questionnaires used in face-to-face interviews and self-administered questionnaires.

On the one hand, the interviewer on the telephone can be asked for clarification if the meaning of a question is unclear to the respondent. In this way telephone questionnaires resemble face-to-face questionnaires. But on the other hand, in telephone interviews no supplementary marketingionzept e. Thus, in another way, telephone questionnaires resemble self-completion questionnaires.

As a consequence, I expect to find questioning strategies from both other questionnaire types in telephone marketibgkonzept. Of these three different types of questionnaires mentioned, three from each category have been chosen to be analyzed, so that in total the corpus consists of nine questionnaires. They serve as examples of the different questioning modes. It is to be noted that because of the restricted number of questionnaires analyzed, all my investigations remain limited in scope and cannot be regarded as being representative.

However, this is not the aim of this thesis. The goal is to point out general differences. Not only private marketing research companies make use of questionnaires, but all sectors involved in the survey industry do, e. Therefore, questionnaires from the social sciences are included in the analysis as well. In the following paragraphs, it idplomarbeit briefly be explained how I intend to proceed. Chapters two to four lay the theoretical foundation for the linguistic analysis in chapters five to seven.


Following this introduction chapter onechapter two is dedicated to marketing research. The purpose of surveys will be explained as well as the importance of the sampling procedure and of the pretest.

Moreover, a distinction between primary and secondary research will be made. Nevertheless, in this thesis only primary research is of interest since the collection of information by questionnaires belongs to primary research. Chapter three introduces the symbolic interaction theory for social research. This model of question-answer behavior provides a theoretical description of the interview situation which has influence on the completion of questionnaires.

In chapter four the advantages and the disadvantages of the three different questioning modes will be outlined, personal interviews, telephone interviews, and self-administered questionnaires. This is essential to the thesis because in the practical part it will be analyzed how the features of the questioning modes are reflected in questioning strategies.

Following this detailed information, a table will indicate the frequency of the marketinbkonzept survey techniques. In the course of this paper, personal face-to-face questionnaires are simply called personal questionnaires, which, however, does not imply that questionnaires used in telephone interviews are impersonal. The terms personal questionnairestelephone questionnaires and self-administered questionnaires serve well the purpose of distinguishing between the different questioning modes.

Furthermore, the terms self-administered and self-completion questionnaires will be used interchangeably. Chapter five deals with response effects in questionnaires and explains the influence of question words, question form, question structure and question topic on responses.

Diplomaarbeit structure is based on the book The Practice of Questioning by J.

Questioning Strategies in Marketing Research Questionnaires

Due to the unavailability of completed questionnaires, an own analysis of answers marketingkonzetp impossible. Questions and answers, however, cannot be studied in isolation. Thus, regarding response effects, Dillon’s findings will be taken as a given.

Chapter six is dedicated to the analysis of the macrostructure, the overall structure, of questionnaires. As an example, one questionnaire from each of the three different questioning modes will be analyzed in depth.

The purpose is to find out whether there is a common structure in all questionnaires. Chapter seven focuses on the microstructure of questionnaires. After a comparison of the number of questions in the selected questionnaires, question form will be analyzed. A basic distinction will be drawn between open-ended and closed questions. First, a look at the average number of words in interrogatives will be taken, then wh -interrogatives and the “you” attitude will be considered. Analyzing all these aspects is necessary to provide a good picture of the different questioning strategies pursued by the individual questionnaires and to finally answer my research question.

In chapter eight, I will summarize the results for each questionnaire type separately in order to demonstrate how language differs in the three questioning modes. In chapter nine, the conclusion, some final remarks will be made.

Diplomarbeit Marketingkonzept Produkteinfuhrung

The proceedings in this paper will be from the more general to the detailed. This means that the introduction of the necessary terminology will be followed by the analysis of response effects. The macro-level, then, focuses on questionnaires as a whole, and the micro-level on single questions and question words. It is to be noted, that “question-answer behaviour involves complex interrelationships between sociological, psychological and linguistic variables.

Therefore, while a lot of research on questionnaires can be found, most of it is from a social sciences perspective or a marketing perspective. Authors like Converse and Presser or Sudman usually take a prescriptive stance and set out to give advice on how questionnaires have to be constructed. But, this is not the aim of descriptive linguistics. It seems that from a linguistic point of view, questioning strategies in questionnaires have not been analyzed much, since it is very hard to find linguistic literature.


Thus, the interdisciplinary nature of this thesis is reflected in the bibliography. Books from the fields of marketing, sociology, psychology and, of course, linguistics have been consulted. According to Foddy Payne’s book The Art of Asking Questions from is still the one in the field of question formulation to which marmetingkonzept credit is attributed.

This chapter provides some general information on marketing research and questionnaires. The definition of primary and secondary research diplmarbeit be followed by an explanation of the steps involved in the sampling process. Furthermore, the importance of pretests will be emphasized. However, first a definition of marketing research will be provided.

According to Giles The origins of marketing research can be found in the United States at the beginning of the 20th century where the first formal marketing research organization was established in Whereas in the beginning the development proceeded slowly, marketing managers have now realized the great importance of up-to-date information on relevant markets cf.

Diplomarbeit online marketing konzept – on the site :

However, the collection markefingkonzept information is essential not only in marketing research, but also in social sciences.

In this thesis no distinction will be made between social surveys and surveys used in marketing research since the questionnaires used in different marketingkobzept of surveys are very similar. This has been stated by Atteslander According to Kotler This thesis, however, deals only with point number three, the collection of information by means of questionnaires.

Contrary to secondary research, which makes use of already existing sources, primary research refers to the collection of new data. This can be achieved through observation, experimentation, or surveys. Surveys are frequently employed in primary research and are the only method of data collection dealt with in this paper.

Marketing research is conducted with the goal marketibgkonzept predicting such consumer reactions. The aim of marketing research, however, is not only to predict consumer reactions, but also to gather information about the entire market.

In order to gather information on people’s knowledge, attitudes, preferences, etc. The questionnaire is very flexible in that there are any number of ways to ask questions. Questionnaires need to be carefully developed, tested, and debugged before they are administered on a large scale. One can usually spot several errors in a casually prepared questionnaire. Before any specific decision on the format and content of a questionnaire can be made, it is essential to define the research question.

Furthermore, the target population which is to be surveyed must be determined and a decision on marketinvkonzept sample size has to be made. This will be explained in the next chapter.

The selection of respondents to be surveyed is called sampling. Sampling is very important because the respondents are the ones from whom conclusions will be drawn cf. In a census the total population is sampled, however, this is hardly ever possible in marketing research. Nevertheless, everybody must have an equal chance of being sampled.

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