haku: @author Witte, E. / yhteensä: 18
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| Tekijä: | Witte, E. |
| Otsikko: | Feldexperimente als Innovationstest - Die Pilotprojekte zu neuen Medien - |
| Lehti: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1997 : VOL. 49:5, p. 419-436 |
| Asiasana: | MEDIA RESEARCH INNOVATION FEASIBILITY STUDIES |
| Kieli: | ger |
| Tiivistelmä: | The aim of the pilot projects on new media (cable TV, online services, telecooperation, multimedia) was to test the economic demand and the social effects. Since the random test of the field experiment had been performed with participants, which were not representative for the total population, it was not possible to receive a valid result on the demand in the pilot projects. The social effects, however, came out very clearly. It became evident that a diversity of supply does not necessarily lead to a spasmodic increase in media consumption. Besides, the participants did not show any degenerated, passive or deranged media behaviour as the critics of new media suspected. The latest tests show a tendency towards individualism and active selection of the medial contents. |
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