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L’analyse lexicale par contexte : Une méthode pertinente pour la recherche exploratoire en marketing

Author

Listed:
  • Jean-Pierre Mathieu

    (Audencia Recherche - Audencia Business School)

Abstract

L'objet de cet article est de présenter l'analyse lexicale par contexte et ses perspectives d'applications en marketing. Dans un premier temps, nous décrivons les objectifs généraux de la méthode et son intérêt pour le marketing, puis dans un second temps, nous présentons les principes théoriques de la méthode ainsi que sa comparaison avec d'autres formes d'analyses textuelles. Dans la perspective de démontrer les performances de la méthode, une application est réalisée pour l'étude des représentations des consommateurs d'un produit alimentaire. Celle-ci démontre de fortes potentialités d'applications pour les études marketing.

Suggested Citation

  • Jean-Pierre Mathieu, 2004. "L’analyse lexicale par contexte : Une méthode pertinente pour la recherche exploratoire en marketing," Post-Print halshs-02919446, HAL.
    • Handle: RePEc:hal:journl:halshs-02919446
    DOI: 10.7193/DM.034.67.77
    as

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