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L'Etude Exploratoire, Uniquement Qualitative ? Vers La Reconnaissance D'Une Approche Quantitative Exploratoire

Author

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  • Laurent Busca

    (UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier)

  • Charlotte Massa

    (EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School)

Abstract

L'approche hypothético-déductive est omniprésente dans la recherche quantitative, et l'approche exploratoire est cantonnée aux recherches qualitatives. Si une piste pour dépasser cette opposition réside dans les méthodes mixtes, nous proposons plutôt de reconnaître la possibilité de conduire des recherches quantitatives à vocation exploratoire. Cet article montre comment les indicateurs quantitatifs classiques, notamment la p-value, peuvent (et devraient) être réinterprétés dans une optique d'exploration, et comment la visualisation graphique des résultats peut enrichir l'approche exploratoire. Nous présentons également trois familles de méthodes qui se prêtent particulièrement à une approche exploratoire : l'Exploratory Structural Equation Modeling, les approches Partial Least Squares et les approches Bayésiennes.

Suggested Citation

  • Laurent Busca & Charlotte Massa, 2019. "L'Etude Exploratoire, Uniquement Qualitative ? Vers La Reconnaissance D'Une Approche Quantitative Exploratoire," Post-Print hal-04791500, HAL.
    • Handle: RePEc:hal:journl:hal-04791500
    Note: View the original document on HAL open archive server: https://hal.science/hal-04791500v1
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    References listed on IDEAS

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    3. Baptiste Cléret & Aurélie Dehling & Julie Leroy & Joonas Rokka & Alice Sohier & Maud Herbert, 2018. "L’approche vidéographique dans la recherche en marketing : Quel protocole méthodologique ?," Post-Print hal-02312150, HAL.
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