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Reconsidérer la discrétisation des variables quantitatives : vers une nouvelle analyse de modération dans la recherche expérimentale

Author

Listed:
  • Romain Cadario

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

In experimental data analysis, marketing researchers are used to discretize the quantitative independent variables to test for their potential moderating effect. From concrete illustrations, this article highlights the limitations of such a practice and aims at presenting the steps of a more appropriate test method.

Suggested Citation

  • Romain Cadario & Béatrice Parguel, 2014. "Reconsidérer la discrétisation des variables quantitatives : vers une nouvelle analyse de modération dans la recherche expérimentale," Post-Print halshs-00820942, HAL.
    • Handle: RePEc:hal:journl:halshs-00820942
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00820942v4
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    File URL: https://shs.hal.science/halshs-00820942v4/document
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    Citations

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    Cited by:

    1. Marjolaine Bezançon & Denis Guiot & Emmanuelle Le Nagard, 2019. "Le rôle de la contagion physique négative dans l'achat d'un produit d'occasion vendu en ligne," Post-Print halshs-01957512, HAL.
    2. Yvonne Giordano & Alain Jolibert, 2016. "Pourquoi je préfère la recherche quantitative. Pourquoi je préfère la recherche qualitative," Post-Print halshs-01230943, HAL.
    3. Marie-Christine Lichtlé & Lydiane Nabec & Dominique Roux & Corinne Chevalier, 2018. "Legitimacy of consumer associations and perceived vulnerability of their users: Effects on intentions to trust consumerist associations," Post-Print hal-02022174, HAL.

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