Enrichir la compréhension des comportements de consommation: pistes opérationnelles et enjeux organisationnels

Delphine Dion () and Lionel Sitz ()
Additional contact information
Delphine Dion: GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School
Lionel Sitz: EM - EMLyon Business School

Post-Print from HAL

Abstract: Despite the great variety of market research methods, many firms only use a limited number of methods and focus their efforts on a non participative and external research paradigm. This article suggests ways to enrich market studies and produce richer data concerning consumer behaviours. More specifically this article puts forward ways to develop more naturalistic and more collaborative studies. In so doing, we underline the contribution of new technologies in the collection and analysis of data. We also emphasize the necessity of developing an open marketing in order to facilitate the data collection and the information diffusion within marketing departments.

Keywords: Etudes marketing; Observation; Focus group; Co-construction; Innovation; Open marketing; Big data; Comportements de consommation (search for similar items in EconPapers)
Date: 2013-09
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Published in Décisions Marketing, 2013, 71 (3), pp.45 - 58. ⟨10.7193/DM.071.45.58⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01892414

DOI: 10.7193/DM.071.45.58

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().