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Marktforschung via Internet

Eine Delphi-Studie zur Einschätzung zukünftiger Möglichkeiten kommunikativer Erhebungsinstrumente

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The spread of the Internet medium has, in some ways, brought with it profound modifications within our everyday private and vocational life. Among these are the already self-understood communicative exchange via e-mail in addition to data procurement in the Word Wide Web. In Christof Mönchhalfen’s study developed at the department for journalism and communications science at Ruhr-University Bochum, he illuminates in what respect the new technologies have influenced the market research..
As an introduction the book offers a short overview of the controversy concerning the theories that define the interrelations between those in the roles of “Communicator” and “Recipient.” On one hand it concerns the enterprise researching the market and, on the other hand, its target group. The history of  the development of market research is described, along with the methods used and the Internet medium. Finally, in the empirical part of the treatise the author interviews market researchers who are, without exception, employed by well-known companies in the consumer goods industry and serve as experts within a “Delphi-Group”.
- Is online-market research an entirely new field– the technology-based further development of methods - or  simply a new medium to be implemented by market research? 
- Is the relationship between enterprises and their target groups in this medium (between communicator and recipients) more direct and therefore more equal than before? 
- To what extent have there been profound changes in the market research area within the last years and where is market research leading in the near future? 
Christof Mönchhalfen examines these and other relevant questions in his newly published treatise. The study offers a contribution for the further development of communication orientated market research in the Internet.

Mönchhalfen, Christof, Bochum, Bochumer Universitätsverlag, Bochum 2001, 115 pp., ISBN 3-934453-22-8, 
Kommunikationsforschung Aktuell  vol. 4, ISSN 1615-9713, EUR 14.83 

You may order within the States or within Europe by email, fax or letter directly from the Press:
US: Bochum University Press, c/o Ms Lei Song, 2504 Grant Ave #2, Redondo Beach CA 90278 USA, phone +1 310 379-9031, fax +1 209 729-5412, email us@BoU.de.
Europe: Bochum University Press, Querenburger Höhe 281, 44801 Bochum, Germany, phone +49 234 971 978 - 0, fax -6, on campus +49 234 (32-)11993, fax (32-)14993, email BoU@BoU.de.
Asia: The University Press Bochum, c/o Ms Yi Song, Huapeng Mansion, Dongsan huan beilu 19, Room: nan 502, Letter Box 66, phone +86 10 65975076, fax +86 10 65975089, email china@BoU.de.
However, this book is also available at bookstores in Germany, Austria and Switzerland as well as at Amazon.de or Amazon.com.