Zusammenfassung
Die im vorliegenden Beitrag angeföhrten Modelle versuchen, Relationen zwischen (konkurrierenden) Leistungsangeboten und/oder potentiellen Leistungs-Nachfragern aus Abnehmersicht abzubilden und als Informationsgrundlage för strategische Marketing-Entscheidungen aufzubereiten. Dabei gelangen die verschiedensten Prozeduren der Daten-sarnmlung,-Verdichtung und -anordnung zum Einsatz-Mit den meßtechnischen Unterschieden korrespondieren mehr oder weniger voneinander abweichende Aussagensysteme und Annahmen öber das empirische Relativ.
Nach langjähriger Konzentration der Forschungsbemöhungen auf die Operationalisierungs-und Validierungsschwierigkeiten von theoretischer Konstrukte diverser Verhaltensmodelle sowie den damit verbundenen meßtechnischen Implikationen kann bei der Durchsicht einschlägiger Literaturquellen eine verstärkte Aufmerksamkeit an den einer direkten Messung zugänglichen Kaufverhaltensgrößen (insbes. Markenwechseldaten) festgestellt werden.
Diese nicht zuletzt wohl auch auf die technischen Erleichterungen (Scanner-Daten, Single-Source-Verknöpfungen, etc.) im Bereich der Datensammlungsmethoden von Panelerhebungen zuröckzuföhrende Entwicklung schlägt sich in einem „steigenden Bedarf“ an leistungsfähigen meßtechnischen Modellen der Datenmanipulation nieder, die möglichst geringe Anspröche an die nicht selten lediglich dichotomen Differenzierungen in der empirischen Basis stellen.
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Reutterer, T. Analytische Modelle zur Unterstötzung von Positionierungsentscheidungen—Versuch einer Bestandsaufnahme. Journal für Marketing 33, 88–109 (1994). https://doi.org/10.1007/BF03032038
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DOI: https://doi.org/10.1007/BF03032038