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2024 | OriginalPaper | Buchkapitel

6. Marktforschung in der Customer-Dominant Logic

verfasst von : Manfred Bruhn, Maxim Saleschus, Karsten Hadwich

Erschienen in: Customer-Dominant Logic

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

Die kundendominante Marktforschung ist die systematische und kontinuierliche Erforschung, Aufbereitung und Interpretation relevanter Informationen über den individuellen Kunden, seine Logik, Ecosystem, Lebenssphäre und Lebensphase, um strategische und operative Marketingentscheidungen zur Anbieterintegration zu fundieren. Die kundendominante Marktforschung folgt dem Grundverständnis eines ethnographischen Forschungsansatzes und ist damit durch eine qualitative Ausrichtung und Kombination von Beobachtungs- und Befragungsformen charakterisiert. Das Kapitel erläutert die Anwendung eines multimethodischen Ansatzes, um (un-)strukturierte Daten zu gewinnen und den Forschungsprozess evolutionär zu gestalten, indem in Abhängigkeit des erzielten Erkenntnisgewinns über die Kundenlogik, das Kunden-Ecosystem sowie die Lebenssphäre und Lebensphase des Kunden eine stufenweise und flexible Kombination von Daten und Forschungsmethoden erfolgt.

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Vorheriges Kapitel Customer-Dominant Logic als Managementansatz

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Titel: Marktforschung in der Customer-Dominant Logic
verfasst von: Manfred Bruhn
Maxim Saleschus
Karsten Hadwich
Verlag: Springer Fachmedien Wiesbaden
Buch: Customer-Dominant Logic
Print ISBN: 978-3-658-43325-3

Electronic ISBN: 978-3-658-43326-0

Copyright-Jahr: 2024
DOI: https://doi.org/10.1007/978-3-658-43326-0_6