Kompetenzen für die Marktforschung: Was Marktforscher zukunftssicher macht

Marco Ottawa; Rochus Winkler

Published by De Gruyter Oldenbourg 2018

Kompetenzen für die Marktforschung

Was Marktforscher zukunftssicher macht

Competencies for Market Research: What Makes Market Researchers Future-Proof

Marco Ottawa and Rochus Winkler
With contributions by: Ivonne Preusser

https://doi.org/10.1515/9783110517774

Overview
Contents

About this book

There is a disparity between global megatrends and what currently drives market research. This fact threatens the future of the industry. After conducting a morphological analysis of the current state of the industry and providing an overview of competency theories, this book presents an empirical study of the competencies that are necessary in market research, and also highlights areas where there is a need for improvement.

Author / Editor information

Marco Ottawa, Technische Hochschule Köln; Rochus Winkler, concept m Köln/Berlin; contrib. by Ivonne Preusser, Technische Hochschule Köln

Topics

Frontmatter Publicly Available Download PDF	i
Vorwort Requires Authentication Unlicensed Licensed Download PDF	v
Danksagungen Requires Authentication Unlicensed Licensed Download PDF	vii
Inhalt Publicly Available Download PDF	xi
Abbildungsverzeichnis Requires Authentication Unlicensed Licensed Download PDF	xv
Tabellenverzeichnis Requires Authentication Unlicensed Licensed Download PDF	xvii
1. Seelenspiegel Marktforschung Requires Authentication Unlicensed Licensed Download PDF	1
2. Resultierende Gedanken zur Marktforschung Requires Authentication Unlicensed Licensed Download PDF	23
3. Einführung in den Kompetenzbegriff Requires Authentication Unlicensed Licensed Download PDF	31
4. Kompetenzen für Dienstleistungen Requires Authentication Unlicensed Licensed Download PDF	71
5. Kompetenzmodelle für die Marktforschung Requires Authentication Unlicensed Licensed Download PDF	75
6. Exkurs: Erwerb und Entwicklung von Kompetenzen Requires Authentication Unlicensed Licensed Download PDF	119
7. Kompetenzprofile für die deutschsprachige Marktforschung Requires Authentication Unlicensed Licensed Download PDF	125
8. Marktforscher als Berater Requires Authentication Unlicensed Licensed Download PDF	183
9. Zukunftskompetenzen entwickeln im Kontext von Hochschule und Arbeitswelt 4.0: Integration von Design Thinking in Lehre und Studium Requires Authentication Unlicensed Licensed Download PDF	216
10. Handlungsempfehlungen an Marktforscher Requires Authentication Unlicensed Licensed Download PDF	243
Abkürzungsverzeichnis Requires Authentication Unlicensed Licensed Download PDF	251
Literatur Requires Authentication Unlicensed Licensed Download PDF	253
Stichwortverzeichnis Requires Authentication Unlicensed Licensed Download PDF	279

(Deutsch)

Language: German
Publisher: De Gruyter Oldenbourg
Audience: Marktforschungsinstitute, Durchführende betrieblicher Marktforschungen und Studierende
Pages
- Main content: 302
Illustrations
- Illustrations: 41
- Tables: 88

eBook

Published: May 7, 2018
ISBN: 9783110517774

Hardcover

Published: May 22, 2018
ISBN: 9783110515497