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

Author

Listed:
  • Delphine Dion

    (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

Malgré la grande diversité des méthodes d'études marketing, beaucoup d'entreprises n'utilisent qu'un nombre restreint de techniques, en particulier des études discursives et non participatives. Cet article propose de mettre en avant des voies d'amélioration pour enrichir les études marketing et fournir des informations plus riches sur les comportements de consommation. Plus spécifiquement, nous proposons des pistes pour développer des études plus naturalistes et plus collaboratives afin de ne pas mener uniquement des études sur mais aussi avec les consommateurs. Ce faisant, nous mettons l'accent sur les apports des nouvelles technologies au niveau de la collecte et de l'analyse des données. Nous soulignons aussi l'intérêt de développer un open marketing pour enrichir les collectes de données et la diffusion de l'information au sein des équipes marketing.

Suggested Citation

  • Delphine Dion & Lionel Sitz, 2013. "Enrichir la compréhension des comportements de consommation : pistes opérationnelles et enjeux organisationnels," Post-Print halshs-01892414, HAL.
    • Handle: RePEc:hal:journl:halshs-01892414
    DOI: 10.7193/DM.071.45.58
    as

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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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