Reconsidérer la discrétisation des variables quantitatives: vers une nouvelle analyse de modération dans la recherche expérimentale

Romain Cadario () and Béatrice Parguel ()
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Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: In experimental data analysis, marketing researchers are used to discretize the quantitative independent variables to test for their potential moderating effect. From concrete illustrations, this article highlights the limitations of such a practice and aims at presenting the steps of a more appropriate test method.

Keywords: Effet modérateur; discrétisation; median-split; analyse de projecteur; recherche expérimentale (search for similar items in EconPapers)
Date: 2014
New Economics Papers: this item is included in nep-mkt
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00820942v4
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Citations: View citations in EconPapers (3)

Published in Recherche et Applications en Marketing (French Edition), 2014, 29 (4), pp.1-18

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00820942

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