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L’analyse automatisée de données textuelles en marketing : comparaison de trois logiciels

Author

Listed:
  • Agnès Helme-Guizon

    (ESA - Ecole Supérieure des Affaires - UPMF - Université Pierre Mendès France - Grenoble 2, CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

  • Marie-Laure Gavard-Perret

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique, ESA - Ecole Supérieure des Affaires - UPMF - Université Pierre Mendès France - Grenoble 2)

Abstract

Cet article compare les trois logiciels les plus utilisés en France pour l'analyse de données textuelles en marketing (Alceste, Sphinx Lexica et Spad-T).Après avoir brièvement présenté leurs principales caractéristiques, nous confrontons, sur un corpus particulier, les résultats obtenus à l'aide de ces trois logiciels. Puis, nous indiquons leurs forces et faiblesses et précisons les possibilités d'utilisations complémentaires.

Suggested Citation

  • Agnès Helme-Guizon & Marie-Laure Gavard-Perret, 2004. "L’analyse automatisée de données textuelles en marketing : comparaison de trois logiciels," Post-Print halshs-02915772, HAL.
    • Handle: RePEc:hal:journl:halshs-02915772
    DOI: 10.7193/DM.036.75.90
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    Cited by:

    1. Emmanuelle Negre & Isabelle Martinez, 2012. "Une Analyse Lexicale Des Communiques De Presse Volontaires Emis Lors Des Opa/Ope : Quels Profils De Diffusion ?," Post-Print hal-00936567, HAL.
    2. Elisa Salvador & Pierre-Jean Benghozi, 2023. "The evolving place of the Cultural and Creative industries in the public policy orientation: [La place des industries créatives et culturelles dans les politiques publiques]," Post-Print hal-04386344, HAL.
    3. Odile Chanut, 2008. "Les réseaux de franchise de produits seraient-ils plus déceptifs pour le franchisé que les réseaux de franchise de services ? Un éclairage grâce à l'analyse de données textuelles," Post-Print hal-01757061, HAL.

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