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Kummer, Claudia
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Official Name
Kummer, Claudia
Visiting Lecturer at Széchenyi István University in Györ
Young Science Ambassador
Verband der Marktforscher Österreichs
Akademische Titel
Ehemalige FH Mitarbeiterin
ORCID
Scopus Author ID
37077608700
Status
exstaff
Research Outputs
Now showing 1 - 3 of 3
- PublicationDie Lehre qualitativer Marktforschung eine multiperspektivische Evaluierung didaktischer Erfahrungen(2011-05)
; The principal goal of teaching qualitative market research in a business degree programme at a university of applied sciences is to provide students with methodological skills that prove applicable in practice and are, at the same time, compliant with prevailing standards of academic research. Creating an appropriate curriculum that includes the methods of conducting expert interviews and carrying out focus groups poses challenges to instructors and students, both full-time and part-time. Designed as a "research workshop," the course we designed turned out to be most effective for teaching future graduates of business administration how to use relevant and practical qualitative market research methods. Students had to implement independently both research techniques 1. within their group and 2. in teams. They were thereby enabled to draw on synergies with respect to the recruitment of interview partners, implementation of analysis methods, and the visualization of results. At the same time, they gathered experiences in the triangulation of methods and data. Concurrently, a critical examination of quality criteria in the field of qualitative market research—as opposed to commonly used quantitative approaches—was ensured. Referring to the organization and communication efforts required by instructors and students, the integration of blended learning in this project-oriented course design made the implementation of this programme highly complex. The experiences reported here provide a solid basis for future programs that intend to teach qualitative market research techniques to prospective graduates of business administration in a blended learning framework.503 3381Scopus© Citations 3 - PublicationAn meinen Fähigkeiten als Liebhaber habe ich schon gezweifelt : Die Messung sozial erwünschten AntwortverhaltensEin besonderes Problem wissenschaftlicher Befragungen ist die Tendenz von Respondenten ihre Antworten - bewusst oder unbewusst - in Richtung sozialer Erwünschtheit zu verzerren. Dieses Problem erhält mit steigendem Interesse der Marktforschung an sozial verträglichem Konsumentenverhalten sowie an negativen Aspekten des Konsumentenverhaltens, wie etwa Materialismus oder Kaufsucht, immer mehr Aufmerksamkeit. Eine weit verbreitete Technik zur Messung sozial erwünschten Antwortverhaltens sind Kontrollskalen. Die bisher konstruierten Skalen eignen sich jedoch nur begrenzt für die Anwendung in der Marktforschung, da sie einerseits für Marketingskalen unverhältnismäßig lang sind und andererseits teils psychopathologische Inhalte abfragen, die in einer Marktforschungsumfrage Anstoß erregen können. Die Autoren stellen eine neue Skala zur Messung von sozial erwünschtem Antwortverhalten vor, die eine vertretbare Skalenlänge besitzt und in der Marktforschung eingesetzt werden kann ohne Reaktanz beim Respondenten hervorzurufen.
260 1 - PublicationCognitive fit, retail shopper confusion, and shopping value: Empirical investigationShopper confusion represents a mental state often occurring in shopping situations. While extant research focuses on product-related consumer confusion, the current investigation examines store environmental retail shopper confusion. Combining research streams on store environment, environmental psychology, and categorization theory, the authors build a conceptual retail shopper confusion framework. An analysis of expert interviews and open-ended questionnaires distributed to grocery shoppers reveals a classification of retail shopper confusion causes into ambient, design, and social factors, as characterized by the environmental properties variety, novelty, complexity, and conflict. A mediation analysis by means of structural equation modeling confirms the mediating role of retail shopper confusion between cognitive fit with an environment and shopping value. Retail shopper confusion thus explains why shoppers experience low hedonic and utilitarian shopping values in certain shopping situations.
204 1Scopus© Citations 67