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Vers une 4e génération : les études de marché “on-line”

Author

Listed:
  • Jean-Philippe Galan

    (IAE - Institut d'Administration des Entreprises - Toulouse)

  • Eric Vernette

    (IAE - Institut d'Administration des Entreprises - Toulouse)

Abstract

Après les études manuelles, informatisées, automatisées, l'Internet offre la possibilité d'un nouveau saut technologique pour le recueil et le traitement des données nécessaires à la réalisation d'une étude de marché. Cet article présente et évalue les différentes techniques quantitatives et qualitatives disponibles pour conduire ce nouveau type d'étude on-line.

Suggested Citation

  • Jean-Philippe Galan & Eric Vernette, 2000. "Vers une 4e génération : les études de marché “on-line”," Post-Print halshs-02923687, HAL.
    • Handle: RePEc:hal:journl:halshs-02923687
    DOI: 10.7193/DM.019.39.52
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    Cited by:

    1. Amel Chaabouni & Kaouther Jridi & Fatma Bakini, 2021. "Cause-related marketing: scepticism and warm glow as impacts of donation size on purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(1), pages 129-150, March.
    2. Paméla Baillette & Bernard Fallery, 2016. "La méthode du Delphi argumentaire, une innovation managériale dans le cadre d'un projet complexe," Post-Print hal-02160359, HAL.

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