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Le mur d’images en ligne: présentation et apports d’un protocole hybride

Author

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  • Stéphane Ganassali

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

Abstract

Cet article présente le protocole du mur d'images en ligne (ou MIEL), afin d'évaluer – grâce à un exemple – ses apports méthodologiques et analyser son efficacité comme technique de recherche marketing. Nous exposons les fondements théoriques et épistémologiques de cette méthode mixte, puis les principes de sa mise au point et les possibilités d'analyse offertes. Nous montrons que ce dispositif hybride permet de mêler les intérêts d'un protocole interprétatif qui intègre images et textes, tout en générant – à grande échelle – des données riches et de bonne qualité, exploitables statistiquement. Il apparait que le MIEL est bien adapté à l'analyse des composantes expérientielles et émotionnelles de la consommation.

Suggested Citation

  • Stéphane Ganassali, 2016. "Le mur d’images en ligne: présentation et apports d’un protocole hybride," Post-Print hal-01588358, HAL.
    • Handle: RePEc:hal:journl:hal-01588358
    DOI: 10.1177/0767370116635086
    Note: View the original document on HAL open archive server: https://hal.univ-smb.fr/hal-01588358
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    References listed on IDEAS

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    1. MacKenzie, Scott B. & Podsakoff, Philip M., 2012. "Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies," Journal of Retailing, Elsevier, vol. 88(4), pages 542-555.
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    More about this item

    Keywords

    MIEL; mur d'images; consommation;
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