{"id":3968,"date":"2025-08-11T11:40:21","date_gmt":"2025-08-11T09:40:21","guid":{"rendered":"https:\/\/newsroom.psyma.com\/de\/?p=3968"},"modified":"2025-08-11T14:41:56","modified_gmt":"2025-08-11T12:41:56","slug":"marktforschung-ki-trifft-qualitative-tiefe","status":"publish","type":"post","link":"https:\/\/newsroom.psyma.com\/de\/themen\/artikel\/marktforschung-ki-trifft-qualitative-tiefe\/","title":{"rendered":"Marktforschung \u2013 KI trifft qualitative Tiefe"},"content":{"rendered":"
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Die 9.\u202fAuflage des Lehrbuchs \"Marktforschung: Grundlagen, Instrumente und Fallbeispiele aus der Praxis\" schl\u00e4gt die Br\u00fccke zwischen wissenschaftlicher Theorie und innovativer Praxis. <\/span><\/span><\/h2>\n

Mitautor des im De Gruyter Brill erschienen Lehrbuches ist Prof. Dr. Florian Riedm\u00fcller<\/a> (links im Bild neben Vera Steger, Psyma)\u00a0 der Fakult\u00e4t Betriebswirtschaft an der Technischen Hochschule N\u00fcrnberg Georg Simon Ohm. <\/span><\/span><\/p>\n

Highlight Psyma Fallstudie<\/h3>\n<\/div>\n<\/div>\n

Ein Highlight der Neuauflage: die Fallstudie von Psyma: \u201ePsyma\u202fAI\u202fLive \u2013 KI in der qualitativen Marktforschung\"<\/a>. Im Kapitel zu qualitativen Methoden zeigt Gastautorin Vera Steger, wie bei Psyma k\u00fcnstliche Intelligenz in Echtzeit qualitative Online-Chats analysiert. Die Methode kombiniert klassische Tiefenexploration mit KI-gest\u00fctzter Mustererkennung \u2013 schnell, effizient und trotzdem menschenzentriert.<\/p>\n

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Gelebter Wissenstransfer zwischen Hochschule und Unternehmen\u00a0<\/span><\/span><\/h3>\n

Psyma stammt \u2013 wie auch unsere Technische Hochschule N\u00fcrnberg Georg Simon Ohm<\/a> \u2013 aus N\u00fcrnberg, das nicht umsonst als Hauptstadt der #Marktforschung<\/a> gilt. Viele der f\u00fchrenden Institute Deutschlands haben hier ihren Sitz. Der enge Austausch mit der Praxis ist uns daher besonders wichtig, und die Zusammenarbeit mit Psyma ein gelungenes Beispiel f\u00fcr gelebten Wissenstransfer.
\nDie Fallstudie ist Teil der vor wenigen Wochen erschienenen Neuauflage, in der wir sechs neue Praxisbeitr\u00e4ge integrieren durften: Direkt von f\u00fchrenden ExpertInnen der Branche.
\n<\/span><\/span><\/p>\n<\/div>\n

Lehrbuch Marktforschung<\/h3>\n
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\"\"<\/a><\/p>\n

\ud83d\udc49 Jetzt reinlesen<\/span><\/span>: Den Link zum Kapitel mit der Fallstudie findet ihr hier >>><\/span><\/span><\/a><\/p>\n

Die Quelle unseres Artikels ist Florian Riedm\u00fcller\u00b4s Linkedin-Post<\/a> vom 7. August.\u00a0<\/span><\/span><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Die 9.\u202fAuflage des Lehrbuchs \"Marktforschung: Grundlagen, Instrumente und Fallbeispiele aus der Praxis\" schl\u00e4gt die Br\u00fccke zwischen wissenschaftlicher Theorie und innovativer Praxis. Mitautor des im De<\/p>\n","protected":false},"author":19,"featured_media":3969,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[932],"tags":[1717],"class_list":["post-3968","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artikel","tag-ai-live","grid_format-default"],"yoast_head":"\nMarktforschung \u2013 KI trifft qualitative Tiefe - Marktforschung<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/newsroom.psyma.com\/de\/themen\/artikel\/marktforschung-ki-trifft-qualitative-tiefe\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marktforschung \u2013 KI trifft qualitative Tiefe - Marktforschung\" \/>\n<meta property=\"og:description\" content=\"Die 9.\u202fAuflage des Lehrbuchs "Marktforschung: Grundlagen, Instrumente und Fallbeispiele aus der Praxis" schl\u00e4gt die Br\u00fccke zwischen wissenschaftlicher Theorie und innovativer Praxis. 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