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La méthode des tables d’information : un renouvellement grâce à Internet ?

Author

Listed:
  • Christine Petr

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Aurélie Hess-Miglioretti

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique, CNRS-L - National Council for Scientific Research = Conseil national de la recherche scientifique du Liban [Lebanon])

Abstract

La méthode des tables d'information appartient aux techniques de suivi de l'information (tracking). Elle vise à relever, dans un contexte expérimental, la séquence des informations que le consommateur utilise pour choisir un produit parmi plusieurs options. Un test comparatif entre la version traditionnelle manuelle et une version numérique valide le transfert de la méthode vers une formule auto-administrée sur Internet. On obtient les mêmes résultats qu'avec la méthode originale (choix final, réponses aux questions, typologie des parcours de décision, etc.), mais en bénéficiant des qualités inhérentes aux enquêtes sur Internet (coût réduit, durée de collecte rapide, échantillons de grande taille et qualifiés).

Suggested Citation

  • Christine Petr & Aurélie Hess-Miglioretti, 2010. "La méthode des tables d’information : un renouvellement grâce à Internet ?," Post-Print halshs-02913288, HAL.
  • Handle: RePEc:hal:journl:halshs-02913288
    DOI: 10.7193/DM.057.19.30
    as

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