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- W2332673521 abstract "Cet article présente le protocole du mur d’images en ligne (ou MIEL), afin d’évaluer – grâce à un exemple – ses apports méthodologiques et analyser son efficacité comme technique de recherche marketing. Nous exposons les fondements théoriques et épistémologiques de cette méthode mixte, puis les principes de sa mise au point et les possibilités d’analyse offertes. Nous montrons que ce dispositif hybride permet de mêler les intérêts d’un protocole interprétatif qui intègre images et textes, tout en générant – à grande échelle – des données riches et de bonne qualité, exploitables statistiquement. Il apparait que le MIEL est bien adapté à l’analyse des composantes expérientielles et émotionnelles de la consommation." @default.
- W2332673521 created "2016-06-24" @default.
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- W2332673521 date "2016-06-23" @default.
- W2332673521 modified "2023-09-22" @default.
- W2332673521 title "Le mur d’images en ligne: présentation et apports d’un protocole hybride" @default.
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- W2332673521 doi "https://doi.org/10.1177/0767370116635086" @default.
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