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Published in: Marketing Review St. Gallen 3/2015

01-06-2015 | Schwerpunkt

Mobile Befragungen im Moment-of-Truth

Author: Marie Schulte

Published in: Marketing Review St. Gallen | Issue 3/2015

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Die Marktforschung ist sich einig: Mit Datenerhebungen über Mobilgeräte können „historische Informationslücken“ über das Konsumentenverhalten am Point of Sale geschlossen werden. Dieser Beitrag untersucht ausgewählte Akzeptanzdeterminanten mobiler Befragungen aus der Sicht von Smartphone-Nutzern und gibt Handlungsempfehlungen für Theorie und Praxis. …
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Metadata
Title
Mobile Befragungen im Moment-of-Truth
Author
Marie Schulte
Publication date
01-06-2015
Publisher
Springer Fachmedien Wiesbaden
Published in
Marketing Review St. Gallen / Issue 3/2015
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1007/s11621-015-0538-0