{"id":12043,"date":"2016-01-31T21:37:47","date_gmt":"2016-01-31T21:37:47","guid":{"rendered":"https:\/\/www.sisinternational.com\/online-market-research\/"},"modified":"2026-01-25T19:27:52","modified_gmt":"2026-01-26T00:27:52","slug":"etude-de-marche-en-ligne","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/fr\/etude-de-marche-en-ligne\/","title":{"rendered":"Qu\u2019est-ce qu\u2019une \u00e9tude de march\u00e9 en ligne ?"},"content":{"rendered":"

Qu\u2019est-ce qu\u2019une \u00e9tude de march\u00e9 en ligne ?<\/h1>\n\n\n\n

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\"\u00c9tudes<\/figure>\n\n\n\n

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L'\u00e9tude de march\u00e9 en ligne est une m\u00e9thode de recherche dans laquelle le processus de collecte de donn\u00e9es est effectu\u00e9 sur Internet.<\/p>\n\n\n\n

Online Market Research can be either Qualitative or Quantitative.  Qualitative Online Tools include Video Ethnography and Market Research Online Communities (MROCs).  Quantitative Online Methods include mobile and app surveys.<\/p>\n\n\n\n

This research can evaluate the performance of a product or service and may allow companies to glean insight into consumer purchasing behavior. With the rising use of the Internet, online recherche<\/a> has become a popular tool among market research firms.<\/p>\n\n\n\n

La recherche en ligne peut fournir des informations suppl\u00e9mentaires sur un acheteur, telles que son historique d'achats ant\u00e9rieurs. Les projets de recherche en ligne peuvent \u00eatre r\u00e9alis\u00e9s par une entreprise elle-m\u00eame ou par une soci\u00e9t\u00e9 de recherche embauch\u00e9e.<\/p>\n\n\n\n

Croissance des \u00e9tudes de march\u00e9 en ligne<\/h2>\n\n\n\n

In recent years, there has been a substantial increase in the number of recorded household Internet users, making online shopping more popular.\u00a0 As businesses have become more global and virtual, their target audience has expanded well beyond any specific geographical location.\u00a0 A company can conduct an online survey in which it selects is respondents from all over the world in a less costly manner than it would with mail, telephone, or in-person interviews.<\/p>\n\n\n\n

Online retail and transactions have become more popular in recent years. In countries like the U.S., where the internet is readily available to almost every household, online retail spending is expected to increase. As consumers increase their participation in online shopping, it may become more convenient for retailers to maintain a database of their consumers\u2019 purchasing history.  Companies can effectively utilize this data throughout the course of their online research.<\/p>\n\n\n\n

Advantages of Online Market Research<\/h2>\n\n\n\n

Conducting online research can be a complex procedure and may require considerable expertise on the part of researchers in obtaining accurate data.  It may be challenging to recruit participants in online research for several reasons.  Recipients may be reluctant to participate in online research because they may be afraid that the privacy and confidentiality of their personal information may be violated.  Since the identity of the researcher cannot be verified completely, people may find it difficult to trust such research methods.  Researchers often present participants with some monetary or non-monetary rewards for their participation.  Participants may be wary of monetary compensation promised online.<\/p>\n\n\n\n

Comment mener une \u00e9tude de march\u00e9 en ligne<\/h2>\n\n\n\n

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\"\u00c9tudes<\/figure>\n\n\n\n

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There are several effective ways to conduct online research. Quantitative research can be conducted via online questionnaires and web-based experiments. Qualitative research can be conducted via online in-depth interviews<\/a>, focus groups, and participant observation, in which a researcher acts as a part of a community to observe behaviors.<\/p>\n\n\n\n

Les questionnaires et les sondages en ligne font partie des outils de recherche en ligne les plus populaires. Les questionnaires en ligne devront peut-\u00eatre \u00eatre soigneusement con\u00e7us en termes de format et de longueur.<\/p>\n\n\n\n

Que sont les panels en ligne ?<\/h2>\n\n\n\n

Another common practice for online surveys is the use of online panels. An online panel is a group of selected individuals who have agreed to participate in online research projects for a particular company at specific intervals over a period of time. These participants are selected through a screening process according to their demographics, lifestyles, and habits, and are usually rewarded for their efforts by the research company regularly.<\/p>\n\n\n\n

Online panels may allow companies to glean insight into creating long-term relationships with their customers.  These panels may also allow customers to give direct feedback about products and services without the potential reluctance that may occur in face-to-face interactions.  Online panels may also mitigate bias caused by peer pressure to agree on a certain viewpoint, a phenomena that may occur in face-to-face panels.<\/p>\n\n\n\n

Avantages des \u00e9tudes de march\u00e9 en ligne<\/h2>\n\n\n\n

Online market research<\/a> can be a beneficial tool for companies due to its reach and convenience. Online research tools can be used with relative ease and accuracy for both qualitative and quantitative research.<\/p>\n\n\n\n