search query: @author Grunert, K. G. / total: 11
reference: 8 / 11
| Author: | Grunert, K. G. |
| Title: | Die Erhebung von Produktanforderungen, Produkterfahrungen und Produktwissen: ein Schatzwertverfahren fur qualitative Daten (How to reveal product requirements, product experiences and product knowledge: an estimation procedure for qualitative data) |
| Journal: | Jahrbuch der Absatz- und Verbrauchsforschung
1989 : VOL. 35:2, p. 153-173 |
| Index terms: | QUALITY MARKETING RESEARCH |
| Language: | ger |
| Abstract: | In market analysis often qualitative data are used (e. g. personal interviews), but literature is scant on methods of processing these data. A method of finding from loose texts cognitive categories and associations between them is presented and demonstrated on the example of residential heating. The categories belong to three groups: 1. product characteristics, 2. product uses and 3. alternative products. Associations between them are: product requirements (1.+ 2.), experiences with products (2.+ 3.) and product knowledge (2.+ 3.). |
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