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Vers un modèle d’opérationalité des études Usages & Attitudes : GFK Navigator

Author

Listed:
  • Helen Zeitoun

    (GfK Sofema)

  • Jean-Christophe Salles

    (GfK Sofema)

Abstract

Les études Usages & Attitudes ne peuvent se contenter de décrire un marché, elles doivent être un outil d'aide à la décision. Dans ce sens nous proposons une méthodologie spécifique qui à travers la proposition d'un schéma théorique permet d'appréhender la diversité des problématiques liées aux études Usages & Attitudes, et ce sous un angle " pour action ". Dès lors, il s'agit de donner une valeur explicative à l'approche traditionnelle descriptive : non seulement déterminer les facteurs clés qui sous tendent la démarche d'achat (Quoi faire ?), mais aussi mettre en évidence des opportunités pour l'entreprise (Comment faire ?) auprès de cibles de clientèles opérationnelles (Auprès de qui ?)

Suggested Citation

  • Helen Zeitoun & Jean-Christophe Salles, 2000. "Vers un modèle d’opérationalité des études Usages & Attitudes : GFK Navigator," Post-Print halshs-02920367, HAL.
    • Handle: RePEc:hal:journl:halshs-02920367
    DOI: 10.7193/DM.021.81.88
    as

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