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Dokumenttyp:
Konferenzbeitrag 
Art des Konferenzbeitrags:
Textbeitrag / Aufsatz 
Autor(en):
Eckjans, D.; Fähling, J.; Leimeister, J. M.; Krcmar, H. 
Titel:
Mobile customer integration: a smartphone application prototype for conducting mobile conjoint studies 
Abstract:
Rapid technological advancements and widespread adoption of smartphones in recent years provide companies with new opportunities for integrating customers in innovation processes. In this paper we present a prototype of a smartphone application that can be used by marketing researchers to conduct mobile conjoint studies. Compared to traditional approaches, our prototype allows conjoint studies to be carried out in a shorter timeframe with a large number of distributed respondents. After a brief...    »
 
Stichworte:
conjoint analysis; full-profile approach; mobile customer integration; innovation management; prototype 
Kongress- / Buchtitel:
10th International Conference on Mobile Business 
Jahr:
2011