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Études de marché (5e édition)

Author

Listed:
  • Jean-Luc Giannelloni
  • Éric Vernette

    (TSM - Toulouse School of Management Research - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique - TSM - Toulouse School of Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse)

Abstract

Véritable référence, ce manuel clair et pédagogique offre une vision complète des études de marché. Il présente la totalité du processus d'étude, du projet au rapport, ainsi qu'un très vaste panel de méthodes qualitatives et quantitatives d'analyse de données. Chaque chapitre propose de nombreux outils, exemples, encadrés et un test de connaissance. Fortement enrichie, la nouvelle édition intègre les dernières évolutions de la discipline : les études "Do It Yourself", les plateformes de co-création, l'observation digitalisée, les questionnaires administrés en ligne ou encore les effets de la massification des données (big data)

Suggested Citation

  • Jean-Luc Giannelloni & Éric Vernette, 2019. "Études de marché (5e édition)," Post-Print hal-03449964, HAL.
    • Handle: RePEc:hal:journl:hal-03449964
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