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Les nouveaux panels scannérisés Vers de meilleures décisions en marketing

Author

Listed:
  • Dwight Merunka

    (IAE - Institut d'Administration des Entreprises)

Abstract

Développés aux Etats-Unis depuis environ dix ans, les panels scannérisés, alliant la technologie du scanner au recueil de données causales, ont fait depuis peu leur apparition en France. Ces nouveaux panels permettent à la fois d'améliorer la qualité des données recueillies et d'ouvrir la recherche marketing à de nouveaux types d'analyses. Après avoir rappelé les principaux apports de ces nouvelles technologies, Décisions Marketing fait le point avec les annonceurs et les responsables des panels sur les changements actuels et à venir qu'implique l'arrivée de ces nouvelles données dans les décisions marketing et l'organisation des entreprises.

Suggested Citation

  • Dwight Merunka, 1996. "Les nouveaux panels scannérisés Vers de meilleures décisions en marketing," Post-Print halshs-02926525, HAL.
    • Handle: RePEc:hal:journl:halshs-02926525
    DOI: 10.7193/DM.007.51.63
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