{"id":294898,"date":"2010-09-30T02:00:00","date_gmt":"2010-09-30T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/une-etude-de-marche-complete"},"modified":"2010-09-30T02:00:00","modified_gmt":"2010-09-30T01:00:00","slug":"une-etude-de-marche-complete","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/une-etude-de-marche-complete","title":{"rendered":"Une \u00e9tude de march\u00e9 compl\u00e8te"},"content":{"rendered":"
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Evitez de b\u00e2cler cette \u00e9tape, pr\u00e9alable n\u00e9cessaire pour cr\u00e9er une entreprise dans de bonnes conditions.<\/p>\n

La premi\u00e8re \u00e9tape est l’\u00e9chantillonnage<\/em><\/strong>. Il convient d’identifier la population \u00e0 interroger. A vous de d\u00e9terminer les crit\u00e8res de segmentation : \u00e2ge, secteur d’activit\u00e9 ou autre. Vous pouvez partir d’un ficher que vous auriez d\u00e9j\u00e0 constitu\u00e9 ou vous adresser \u00e0 des organismes tels que chambre de commerce, Insee ou Cr\u00e9doc qui disposent d’\u00e9tudes d\u00e9j\u00e0 r\u00e9alis\u00e9es. A partir de l\u00e0, dites vous qu’un total de 700 personnes ayant les m\u00eames caract\u00e9ristiques sera suffisant, moins s’il s’agit de B to B. <\/p>\n

Si vous externalisez une partie de l’\u00e9tude, pilotez le travail vous m\u00eame <\/em><\/strong>et sachez qu’en vous adressant \u00e0 un cabinet conseil, il vous en co\u00fbtera 9000 euros pour une \u00e9tude compl\u00e8te. Vous pouvez vous tourner vers le syndicat des m\u00e9tiers des \u00e9tudes et du conseil : syntec. Les junior entreprises proposent des solutions souvent moins co\u00fbteuses. Il faut savoir que les \u00e9coles d’ing\u00e9nieurs sont davantage port\u00e9es sur le B to B et les \u00e9coles de commerce sur le B to C. <\/p>\n

L’\u00e9tape suivante concerne la passation du questionnaire<\/em><\/strong>. Pensez aux ressorts psychologiques en jeu. Privil\u00e9giez les modes de contact direct. En humanisant la relation vous rassurerez l’interview\u00e9. Les passations indirectes par mail ou courrier offrent en revanche la possibilit\u00e9 d’une souscription-achat. Le courrier permet des questionnaires longs mais les retours sont faibles, le t\u00e9l\u00e9phone permet de mieux ma\u00eetriser le nombre de r\u00e9ponses. Internet donne aussi l’avantage du questionnaire long \u00e0 moindre co\u00fbt, mais cette m\u00e9thode est moins fiable. Les \u00e9tudes en face \u00e0 face sont plus approfondies. Sachez qu’en offrant un cadeau vous doublez le taux de r\u00e9ponse. <\/p>\n

Le questionnaire doit \u00eatre soigneusement travaill\u00e9, lors de la r\u00e9daction <\/em><\/strong>il vous est conseill\u00e9 de bannir les formules compliqu\u00e9es comme les interro-n\u00e9gatives. Les questions ouvertes doivent \u00eatre peu nombreuses car leurs r\u00e9ponses sont plus d\u00e9licates \u00e0 exploiter. Si vous poser une question qui indiquent des choix, proposez au maximum quatre possibilit\u00e9s. En excluant un nombre impair vous \u00e9vitez que les ind\u00e9cis choisissent immanquablement la r\u00e9ponse du milieu ! <\/p>\n

Pour des entretiens de face \u00e0 face il sera important de veiller \u00e0 la neutralit\u00e9 de l’enqu\u00eateur<\/em><\/strong>. Au moment du d\u00e9pouillement, munissez vous d’un tableur type Excel. Pour l’analyse il y a deux solutions : les tris \u00e0 plat que sont les donn\u00e9es chiffr\u00e9es et les tris crois\u00e9s mettant en relation les diff\u00e9rentes variables. Le rapport d’\u00e9tude donne la r\u00e9ponse \u00e0 la question de d\u00e9part. Il se pr\u00e9sente sous la forme d’un document en trois parties. En premi\u00e8re partie le r\u00e9sum\u00e9 et les recommandations, en deuxi\u00e8me partie les graphiques donnant une vision synth\u00e9tique des r\u00e9sultats et en troisi\u00e8me l’explication de la m\u00e9thodologie. Pour convaincre d’\u00e9ventuels partenaires vous pouvez en faire une pr\u00e9sentation Power Point. <\/p>\n

Nous vous rappelons les cinq questions \u00e0 se poser avant de se lancer <\/em><\/strong>: ma cible est-elle pertinente ? Est-elle suffisamment volumineuse ? Quelle croissance puis-je esp\u00e9rer \u00e0 long terme ? Ai-je des avantages concurrentiels ? Quel investissement dois-je envisager au d\u00e9part ?<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Evitez de b\u00e2cler cette \u00e9tape, pr\u00e9alable n\u00e9cessaire pour cr\u00e9er une entreprise dans de bonnes conditions. La premi\u00e8re \u00e9tape est l’\u00e9chantillonnage. Il convient d’identifier la population \u00e0 interroger. A vous de d\u00e9terminer les crit\u00e8res de segmentation : \u00e2ge, secteur d’activit\u00e9 ou autre. Vous pouvez partir d’un ficher que vous auriez d\u00e9j\u00e0 constitu\u00e9 ou vous adresser \u00e0 […]<\/p>\n","protected":false},"author":1,"featured_media":294899,"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-294898","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 de march\u00e9 compl\u00e8te<\/title>\n<meta name=\"description\" content=\"Evitez de b\u00e2cler cette \u00e9tape, pr\u00e9alable n\u00e9cessaire pour cr\u00e9er une entreprise dans de bonnes conditions.La premi\u00e8re \u00e9tape est l'\u00e9chantillonnage. 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