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La cohérence interne dans les enquêtes par interviews

Author

Listed:
  • J.-P. Helfer

    (IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers)

  • M. Kalika

    (UT - Université de Tours)

Abstract

En marge des problèmes traditionnels de fidélité et validité de la mesure en marketing, la cohérence interne des réponses apportées par les répondants dans une enquête par interview est étudiée. Confrontés à des questions complexes portant sur des produits très nouveaux, les répondants font preuve d'un certain degré d'incohérence dans leurs réponses. La mesure et les facteurs explicatifs de cette incohérence doivent être examinés pour redresser les biais éventuels. Lorsqu'il pressent un danger d'incohérence sur un sujet, le chercheur en marketing doit impérativement multiplier les formulations des questions relatives à ce sujet.

Suggested Citation

  • J.-P. Helfer & M. Kalika, 1988. "La cohérence interne dans les enquêtes par interviews," Post-Print hal-02011409, HAL.
    • Handle: RePEc:hal:journl:hal-02011409
    DOI: 10.1177/076737018800300101
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