Entwicklung und Erprobung einer Methode zur Erhebung latenter Wissensdefizite von Direktvermarktern im Marketing

Summary

Berlin metropolitan region features a high demand for organic products. However, regional sales are not expanded in the same way. Gaps in the knowledge how to design and implement suitable marketing concepts to highlight individual USPs may be the reason. The objective of our research was to identify education needs in direct marketing. From the research perspective, the main question was in which way knowledge gaps could be identified, especially the ones, which are not explicitly expressed by direct marketers. We tried to indirectly assess whether knowledge gaps exist by using indicators (obstacles to sale and purchase).