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Marktforschung › GABEK® › Qualitative Meinungsforschung und Textanalyse
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gefragt, wie sie die Produkte wahrnehmen und bewerten. Das Ergebnis wird eine Landkarte von Wünschen sein, die zeigt, was für viele mögliche Kunden besonders wichtig ist, aber auch, welche Veränderungen im Lichte von Kundenmeinungen irrelevant sind, sodass sie eingespart werden können.</p> <hr /> <h3><img class="size-full wp-image-271 alignleft" alt="marktforschung" src="https://www.gabek.com/wp-content/uploads/2013/02/marktforschung.jpg" width="250" height="170" />Projektbeispiel: Die Akzeptanz von Lüftungsanlagen mit Wärmerückgewinnung (BM für Verkehr, Innovation und Technologie, Wien)</h3> <p> </p> <h4>Die Problemstellung</h4> <p>Heizungsfirmen, die Lüftungsanlagen mit Wärmerückgewinnung anbieten, wollen wissen, wie ihre Produkte von den Kunden bewertet werden und welche Veränderungen sich die Anwender wünschen.</p> <h4>Die Ziele</h4> <p>Es sollte die Frage beantwortet werden, wie die Besonderheiten solcher Anlagen von Nutzern beurteilt und gewichtet werden. Was stört diese im Einzelnen, was bewerten sie positiv, welche Verbesserungen schlagen sie vor? Wie können Vorschläge der Nutzer zur technischen Innovation genutzt werden? Wie können solche Heizungsanlagen weiter verbreitet werden und wer sind die Addressaten von Werbemaßnahmen?</p> <h4>Der Projektablauf</h4> <p>Es wurden 8 Personen aus Einfamilienhäusern und 15 aus Mehrgeschosswohnungen mit solchen Lüftungsanlagen eingehend interviewt, desweiteren 20 Personen, die vor dem Bau darüber informiert worden waren, die sich aber doch dagegen entschieden hatten. Es zeigte sich eine sehr hohe Akzeptanz der Anlagen bei Bewohnern von Einfamilienhäusern und eine fast durchgehende Ablehnung in Mehrgeschosswohnungen. Technische Verbesserungsmöglichkeiten wurden von den befragten Personen aufgezeigt, Hindernisse einer stärkeren Verbreitung wurden sichtbar. Strategien für eine Produktions- und Vermarktungspolitik wurden vorgeschlagen.</p> <p>Um auf der Grundlage der GABEK-Ergebnisse Innovationen und einen Lernprozess zwischen Anlagenherstellern und –nutzern anzuregen wurden Workshops mt Produzenten von Lüftungsanlagen, mit Installateuren, Architekten, Bauträgern und Energieexperten organisiert.</p> <h4>Der Nutzen</h4> <p>Der Nutzen des Projekts besteht in einer klaren Bewertung und Gewichtung spezieller Merkmale von Lüftungsanlagen. Für Heizungsfirmen, Architekten und Bauherren wurde aufgezeigt, wo technische Verbesserungen unerlässlich sind und welche Bedingungen für eine größere Verbreitung erfüllt werden müssen. 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