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Modéliser les phénomènes multiniveaux en marketing

Author

Listed:
  • Jean-Claude Ray

    (BETA - Bureau d'Économie Théorique et Appliquée - INRA - Institut National de la Recherche Agronomique - UNISTRA - Université de Strasbourg - UL - Université de Lorraine - CNRS - Centre National de la Recherche Scientifique)

  • Daniel Ray

    (EESC-GEM Grenoble Ecole de Management, ICC - Institut du Capital Client - EESC-GEM Grenoble Ecole de Management)

Abstract

Comme en témoigne la littérature internationale, le recours aux modèles multiniveaux, bien que récent en marketing, connaît un fort développement. Or cette méthode, qui s'applique à des données structurées en niveaux distincts (ex.: consommateurs/magasins/enseignes), n'est pas évidente à comprendre et mettre en œuvre sans explications appropriées. Ce texte, qui s'appuie sur une illustration marketing, souligne les objectifs, l'intérêt et les limites des modèles multiniveaux.

Suggested Citation

  • Jean-Claude Ray & Daniel Ray, 2008. "Modéliser les phénomènes multiniveaux en marketing," Post-Print hal-02054935, HAL.
    • Handle: RePEc:hal:journl:hal-02054935
    DOI: 10.1177/076737010802300104
    as

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