Kompetenzen für die Marktforschung: Was Marktforscher zukunftssicher macht

There is a disparity between global megatrends and what currently drives market research. This fact threatens the future of the industry. After conducting a morphological analysis of the current state of the industry and providing an overview of competency theories, this book presents an empirical study of the competencies that are necessary in market research, and also highlights areas where there is a need for improvement.