{"id":291930,"date":"2014-05-17T08:44:00","date_gmt":"2014-05-17T07:44:00","guid":{"rendered":"https:\/\/ac-franchise.be\/une-etude-marketing-pour-quoi-pour-qui"},"modified":"2014-05-17T08:44:00","modified_gmt":"2014-05-17T07:44:00","slug":"une-etude-marketing-pour-quoi-pour-qui","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/une-etude-marketing-pour-quoi-pour-qui","title":{"rendered":"Une \u00e9tude marketing, pour quoi, pour qui ?"},"content":{"rendered":"
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Quand on est un franchiseur soucieux de faire \u00e9voluer son concept, le choix de nouveaux produits ou services ne se fait pas au hasard. M\u00eame si sur le terrain, des franchis\u00e9s constatent que la client\u00e8le change ou que certains produits sont moins demand\u00e9s ou qu’une nouvelle concurrence appara\u00eet, le devoir du franchiseur est de faire une vraie \u00e9tude marketing sur le sujet<\/b>. Il faut alors bien d\u00e9terminer le but de l’\u00e9tude et adapter la d\u00e9marche appropri\u00e9e.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les \u00e9tudes marketing, pour quels buts ?<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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L’\u00e9tude marketing doit r\u00e9pondre \u00e0 un objectif unique : lancer un nouveau produit, \u00e9valuer la satisfaction client, v\u00e9rifier la notori\u00e9t\u00e9 de l’enseigne par exemple. A chaque besoin correspond une \u00e9tude pr\u00e9cise qui s\u00e9curisera votre strat\u00e9gie. On distingue deux approches Marketing : la quantitative et la qualitative.
– L’\u00e9tude quantitative est une \u00e9tude des comportements, attentes ou opinions r\u00e9alis\u00e9e par questionnaire aupr\u00e8s d’un \u00e9chantillon de la cible vis\u00e9e. Elle est g\u00e9n\u00e9ralement men\u00e9e aupr\u00e8s de quelques centaines \u00e0 quelques milliers d’individus. Elle est appropri\u00e9e si vous voulez tester votre notori\u00e9t\u00e9 par exemple. Elle peut faire l’objet d’enqu\u00eates dites omnibus qui testent plusieurs enseignes.
– L’\u00e9tude qualitative est men\u00e9e aupr\u00e8s de groupes de consommateurs qui peuvent \u00e9mettre leur avis sur un produit ou un service donn\u00e9. Si vous \u00eates \u00e0 la t\u00eate d’un r\u00e9seau de franchise et que vous vouliez lancer un nouveau produit, l’\u00e9tude qualitative vous donnera des informations fiables. Vos clients l’aiment-ils ? Font-ils un rejet ? Avant de lancer votre nouveaut\u00e9 sur le march\u00e9, testez-la. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les \u00e9tudes marketing ne sont pas r\u00e9serv\u00e9es aux grandes entreprises<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les PME sont souvent d\u00e9munies et ne savent pas o\u00f9 s’adresser pour ces \u00e9tudes. A c\u00f4t\u00e9 des cabinets sp\u00e9cialis\u00e9s<\/a>, les responsables de PME peuvent s’appuyer sur de nouveaux outils marketing via Internet. Des logiciels peu on\u00e9reux et facile d’utilisation permettent de faire en interne des \u00e9tudes marketing \u00e0 condition d’avoir un minimum de ressource qualifi\u00e9e en interne. Ces logiciels analysent les r\u00e9sultats rapidement et de mani\u00e8re fiable mais n\u00e9cessite un pilote \u00e0 la barre. En amont, la qualit\u00e9 du questionnaire reste un gage de r\u00e9ussite de l’\u00e9tude. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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De grands cabinets sp\u00e9cialis\u00e9s ont d\u00e9velopp\u00e9 \u00e0 destination des PME des offres d’\u00e9tudes marketing \u00e0 des prix comp\u00e9titifs. C’est le cas de Quali Quanti ou la filiale de l’institut de sondage Sofres avec TNS Direct.
Pour conqu\u00e9rir de nouveaux march\u00e9s, mieux r\u00e9pondre aux attentes de ses clients ou lancer un nouveau produit, une \u00e9tude marketing bien men\u00e9e donnera des indicateurs objectifs car chiffr\u00e9s et \u00e9vitera les \u00e9checs. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La r\u00e9daction vous conseille cet article : <\/i>Les conseils marketing pour sortir de la crise<\/i><\/a>
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Martine, r\u00e9dactrice AC Franchise<\/a><\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Quand on est un franchiseur soucieux de faire \u00e9voluer son concept, le choix de nouveaux produits ou services ne se fait pas au hasard. M\u00eame si sur le terrain, des franchis\u00e9s constatent que la client\u00e8le change ou que certains produits sont moins demand\u00e9s ou qu’une nouvelle concurrence appara\u00eet, le devoir du franchiseur est de faire […]<\/p>\n","protected":false},"author":52,"featured_media":291931,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[137],"class_list":["post-291930","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nUne \u00e9tude marketing, pour quoi, pour qui ?<\/title>\n<meta name=\"description\" content=\"Quand on est un franchiseur soucieux de faire \u00e9voluer son concept, le choix de nouveaux produits ou services ne se fait pas au hasard. 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