{"id":19908,"date":"2019-04-09T14:12:45","date_gmt":"2019-04-09T13:12:45","guid":{"rendered":"https:\/\/www.istegroup.com\/?post_type=product&#038;p=19908"},"modified":"2024-01-03T13:43:10","modified_gmt":"2024-01-03T13:43:10","slug":"la-mesure-en-marketing","status":"publish","type":"product","link":"https:\/\/www.istegroup.com\/fr\/produit\/la-mesure-en-marketing\/","title":{"rendered":"La mesure en marketing"},"content":{"rendered":"<p>La recherche scientifique a recours \u00e0 des concepts (ou construits) et n\u00e9cessite des moyens pour les mesurer. Souvent latents, abstraits, non directement observables, ces concepts m\u00e9ritent une attention particuli\u00e8re. Des probl\u00e8mes li\u00e9s \u00e0 leur op\u00e9rationnalisation impliquent le d\u00e9ploiement d\u2019efforts consid\u00e9rables afin d\u2019aboutir \u00e0 des mesures qui mettent en relief les ph\u00e9nom\u00e8nes \u00e9tudi\u00e9s.<\/p>\n<p><em>La mesure en marketing<\/em>\u00a0offre une large panoplie d\u2019id\u00e9es pour aider les chercheurs dans la s\u00e9lection, la conception et la validation des mesures de construits. Il analyse les dispositions qui doivent \u00eatre mises en oeuvre pour permettre la transition d\u2019un construit conceptuel latent vers un niveau op\u00e9rationnel proche des r\u00e9alit\u00e9s et rendre ainsi possible une lecture fluide, fiable et valide des ph\u00e9nom\u00e8nes observ\u00e9s.<\/p>\n<p>Cet ouvrage didactique accompagne les lecteurs dans toutes les \u00e9tapes de la mise en place d\u2019une mesure. Il s\u2019adresse \u00e0 un public large, offre des exemples, des tableaux de synth\u00e8se et des encadr\u00e9s dans le but de restituer les principales informations \u00e0 retenir.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La recherche scientifique a recours \u00e0 des concepts (ou construits) et n\u00e9cessite des moyens pour les mesurer. Souvent latents, abstraits, non directement observables, ces concepts m\u00e9ritent une attention particuli\u00e8re. Des probl\u00e8mes li\u00e9s \u00e0 leur op\u00e9rationnalisation impliquent le d\u00e9ploiement d\u2019efforts consid\u00e9rables afin d\u2019aboutir \u00e0 des mesures qui mettent en relief les ph\u00e9nom\u00e8nes \u00e9tudi\u00e9s. La mesure en [&hellip;]<\/p>\n","protected":false},"featured_media":19914,"template":"","meta":{"_acf_changed":false,"_links_to":"","_links_to_target":""},"product_brand":[],"product_cat":[3262],"product_tag":[],"class_list":{"0":"post-19908","1":"product","2":"type-product","3":"status-publish","4":"has-post-thumbnail","6":"product_cat-non-classe","8":"first","9":"instock","10":"shipping-taxable","11":"purchasable","12":"product-type-variable"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La mesure en marketing - ISTE Group<\/title>\n<meta name=\"description\" content=\"La mesure en marketing\u00a0offre une large panoplie d\u2019id\u00e9es pour aider les chercheurs dans la s\u00e9lection, la conception et la validation des mesures de construits.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.istegroup.com\/en\/produit\/la-mesure-en-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La mesure en marketing - 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