L'analyse lexicale par contexte: une méthodologie pertinente pour la recherche exploratoire en marketing

Jean-Pierre Mathieu ()
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Jean-Pierre Mathieu: Audencia Recherche - Audencia Business School

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Abstract: The aim of this article is to present the contextual lexical analysis method and its potential marketing applications. We first describe the theoretical foundations and the practical steps of the method and then, show an application on the representations of a food product. In view of its performance as well as its limits, the contextual lexical analysis shows a strong potential for marketing studies.

Keywords: Analyse de données lexicales; Etudes qualitatives; Recherche exploratoire (search for similar items in EconPapers)
Date: 2004-04
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Published in Décisions Marketing, 2004, (34), pp.67-77

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00765245

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