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

Author

Listed:
  • Delphine Dion

    (UP1 IAES - Université Paris 1 Panthéon-Sorbonne - Institut d'administration économique et sociale - UP1 - Université Paris 1 Panthéon-Sorbonne, GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School)

  • Lionel Sitz

    (EM - EMLyon Business School)

Abstract

Despite the great variety of market research methods, many firms only use a limited number of methods and focus their efforts on a non participative and external research paradigm. This article suggests ways to enrich market studies and produce richer data concerning consumer behaviours. More specifically this article puts forward ways to develop more naturalistic and more collaborative studies. In so doing, we underline the contribution of new technologies in the collection and analysis of data. We also emphasize the necessity of developing an open marketing in order to facilitate the data collection and the information diffusion within marketing departments.

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
    DOI: 10.7193/DM.071.45.58
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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 ? (]      ," Working Papers halshs-01479201, HAL.
    2. Gilbert Giacomoni, 2017. "How to design new representations and to innovate ? [Comment concevoir de nouvelles représentations et innover ?]," Post-Print halshs-01479201, HAL.

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