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Enrichir la compréhension des comportements de consommation : pistes opérationnelles et enjeux organisationnels

Author

Listed:
  • Delphine Dion

    (EM - EMLyon Business School)

  • Lionel Sitz

Abstract

Malgré la grande diversité des méthodes d'études marketing, beaucoup d'entreprises n'utilisent qu'un nombre restreint de techniques, en particulier des études discursives et non participatives Cet article propose de mettre en avant des voies d'amélioration pour enrichir les études marketing et fournir des informations plus riches sur les comportements de consommation Plus spécifiquement, nous proposons des pistes pour developper des études plus naturalistes et plus collaboratives afin de ne pas mener uniquement des études sur maîs aussi avec les consommateurs Ce faisant, nous mettons l'accent sur les apports des nouvelles technologies au niveau de la collecte et de l'analyse des donnees Nous soulignons aussi l'intérêt de développer un open marketing pour enrichir les collectes de données et la diffusion de l'information au sein des équipes marketing.

Suggested Citation

  • Delphine Dion & Lionel Sitz, 2013. "Enrichir la compréhension des comportements de consommation : pistes opérationnelles et enjeux organisationnels," Post-Print hal-02313052, HAL.
    • Handle: RePEc:hal:journl:hal-02313052
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    Cited by:

    1. Gilbert Giacomoni, 2017. "How to design new representations and to innovate ? [Comment concevoir de nouvelles représentations et innover ?]," Post-Print halshs-01479201, HAL.
    2. Gilbert Giacomoni, 2017. "How to design new representations and to innovate ?
      [Comment concevoir de nouvelles représentations et innover ? (]      ," Working Papers halshs-01479201, HAL.

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