Your SlideShare is downloading. ×
  • Like
  • Save
Herta Herzog - eine Inspiration für die Marktforschungs-Praxis
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Herta Herzog - eine Inspiration für die Marktforschungs-Praxis

  • 257 views
Published

Short presentation about Herta Herzog's impact on today's market research. At the international conference about Herta Herzog - pioneer in communciations research - at Dec 1st 2011 at the university …

Short presentation about Herta Herzog's impact on today's market research. At the international conference about Herta Herzog - pioneer in communciations research - at Dec 1st 2011 at the university of Vienna. An article on my topic will be published in English in a book covering the conference papers (publish in 2013)

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
257
On SlideShare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Warum Herta Herzog auch heute noch eineInspiration für die Marktforschungs-Praxis ist Ein „Zwischenruf“ von Dirk Engel “What Do We Really Know About Herta Herzog?” Symposium für eine Pionierin der empirischen Kommunikationsforschung Wien, 1. Dezember 2011 www.dirkengel.org
  • 2. Herta Herzog – Eine Inspiration www.dirkengel.org
  • 3. www.dirkengel.org
  • 4. Die Bedeutung der Medien www.dirkengel.org
  • 5. Strategische PlanungQuelle: Stewart: Truth Well Told www.dirkengel.org
  • 6. Modere Marketing-Beratung www.dirkengel.org
  • 7. MotivforschungQuelle: Häusel: BrainScript www.dirkengel.org
  • 8. Consumer Insights
  • 9. Methoden-Mix „Verlaufsmethode“ nach H. Herzog 1. Sekundärforschung 2. Analyse von Tiefeninterviews und projektiven Tests mit 3 – 400 Verbrauchern 3. Quantitative Befragung in der Zielgruppe, n > 1.000 1. Pretests, Konzepttests etc. Quelle: Kropff: Motivforschung 1960 www.dirkengel.org
  • 10. Pragmatische Lösungen – aber wirkungsvoll! www.dirkengel.org
  • 11. Quick & Relevant Research www.dirkengel.org