{"id":811446,"date":"2009-08-28T08:34:50","date_gmt":"2009-08-28T08:34:50","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/quest-ce-quun-echantillon-national-representatif\/"},"modified":"2023-09-04T13:09:23","modified_gmt":"2023-09-04T13:09:23","slug":"quest-ce-quun-echantillon-national-representatif","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/fr\/quest-ce-quun-echantillon-national-representatif\/","title":{"rendered":"Qu’est-ce qu’un \u00e9chantillon national repr\u00e9sentatif ?"},"content":{"rendered":"

Le billet d’aujourd’hui nous vient de Chris DeAngelis, un expert en conception de solutions d’\u00e9chantillonnage pour un large \u00e9ventail de projets d’\u00e9tudes par t\u00e9l\u00e9phone et en ligne pour des soci\u00e9t\u00e9s d’\u00e9tudes commerciales, des gouvernements et des universit\u00e9s.<\/em><\/p>\n

Lorsque les chercheurs demandent un \u00e9chantillon repr\u00e9sentatif au niveau national (\u00ab\u00a0nat. rep.\u00a0\u00bb)<\/em>, cela signifie que la population concern\u00e9e est l’ensemble de la population du pays en question et que l’\u00e9chantillon doit refl\u00e9ter cette r\u00e9alit\u00e9 dans sa structure. C’est \u00e0 ce moment-l\u00e0 que l’on trouve le meilleur de la nat. L’\u00e9chantillon \u00ab\u00a0ressemblera\u00a0\u00bb \u00e0 la population , quelle que soit la fa\u00e7on dont il est consid\u00e9r\u00e9<\/em>. Le nombre d’hommes et de femmes correspondra aux proportions nationales, le pourcentage dans chaque groupe d’\u00e2ge ou chaque r\u00e9gion correspondra exactement \u00e0 la population, etc. En ce qui concerne les mesures non d\u00e9mographiques (telles que la possession d’un produit ou les donn\u00e9es psychographiques), l’\u00e9chantillon doit correspondre \u00e0 la population.<\/p>\n

Pour ce faire, la th\u00e9orie des manuels exige un \u00e9chantillon al\u00e9atoire<\/a> important et un taux de r\u00e9ponse \u00e9lev\u00e9 afin de minimiser l’erreur syst\u00e9matique et de r\u00e9duire le risque d’erreur non syst\u00e9matique r\u00e9sultant d’un biais d’\u00e9chantillonnage<\/a>. Dans le \u00ab\u00a0monde r\u00e9el\u00a0\u00bb des \u00e9tudes de march\u00e9, les taux de r\u00e9ponse ne sont pas \u00e9lev\u00e9s et les diff\u00e9rences de taux de r\u00e9ponse en fonction de la d\u00e9mographie font que la plupart des \u00e9chantillons purement al\u00e9atoires ne ressemblent pas \u00e0 la population (quelle que soit la sophistication des techniques de stratification). C’est pourquoi les \u00e9tudes de march\u00e9<\/a> utilisent g\u00e9n\u00e9ralement des \u00e9chantillons de type \u00ab\u00a0quota\u00a0\u00bb. Un \u00e9chantillon par quotas<\/a> est garanti \u00e0 100 % de ressembler \u00e0 la population sur les crit\u00e8res d\u00e9mographiques que vous avez choisi de cibler. Cependant, tout le reste est sujet \u00e0 l’erreur d’\u00e9chantillonnage<\/a>. Prenons l’exemple de l’\u00e2ge : si les quotas sont fix\u00e9s \u00e0 16-34 ans, 35-54 ans, 55 ans et plus, l’\u00e9chantillon sera repr\u00e9sentatif dans ces proportions, mais si l’analyse porte sur les tranches d’\u00e2ge 16-20 ans, 21-30 ans, 31-40 ans, etc.<\/p>\n

La mesure dans laquelle il est possible de contr\u00f4ler un \u00e9chantillon par quota d\u00e9pend de la d\u00e9termination de la taille de l’\u00e9chantillon<\/a> et des donn\u00e9es de r\u00e9f\u00e9rence disponibles. Six tranches d’\u00e2ge, deux sexes et 15 r\u00e9gions cr\u00e9ent une grille de 180 cellules. Si la taille de l’\u00e9chantillon n’est que de 100, il n’est pas possible de remplir toutes les cellules. M\u00eame avec un \u00e9chantillon plus important, une cellule peut ne n\u00e9cessiter que la moiti\u00e9 d’une personne et donc ne pas contenir de donn\u00e9es. Pour rendre un \u00e9chantillon plus repr\u00e9sentatif, on peut utiliser la pond\u00e9ration. Au lieu de cellules imbriqu\u00e9es, les cellules de quotas peuvent \u00eatre structur\u00e9es de mani\u00e8re ind\u00e9pendante. L’inconv\u00e9nient est qu’il peut y avoir des \u00ab\u00a0trous\u00a0\u00bb importants dans l’\u00e9chantillon – si tous les jeunes sont des hommes par exemple – et il ne sera pas possible d’utiliser la pond\u00e9ration pour corriger ces trous.<\/p>\n

Quelles sont les variables \u00e0 utiliser pour obtenir un \u00e9chantillon \u00ab\u00a0nat rep\u00a0\u00bb ?<\/em><\/strong><\/p>\n

Il n’y a pas de r\u00e9ponse unique et d\u00e9finitive – cela d\u00e9pend de l’objectif de la recherche et de la g\u00e9ographie. Par exemple, l’\u00e2ge, le sexe<\/a>, la r\u00e9gion et la classe sociale peuvent \u00eatre utilis\u00e9s au Royaume-Uni ; l’\u00e2ge, le sexe, la r\u00e9gion et l’appartenance ethnique aux \u00c9tats-Unis ; ou l’\u00e2ge, le sexe, la r\u00e9gion et la langue parl\u00e9e en Belgique.<\/p>\n

L’\u00e2ge, le sexe et la r\u00e9gion g\u00e9ographique sont souvent associ\u00e9s \u00e0 un facteur de diff\u00e9renciation du bien-\u00eatre \u00e9conomique. Il peut s’agir du revenu, de l’\u00e9ducation, de la classe sociale ou de la propri\u00e9t\u00e9 du logement.<\/p>\n

Ce que recommande QuestionPro Audience :<\/strong><\/p>\n

En l’absence d’autres instructions, en Am\u00e9rique du Nord, QuestionPro Audience<\/a> utilisera l’\u00e2ge, le sexe et une variable suppl\u00e9mentaire qui se diff\u00e9rencie par le bien-\u00eatre \u00e9conomique. (En Am\u00e9rique du Nord, la repr\u00e9sentation g\u00e9ographique est naturelle). En Europe, en l’absence d’autres instructions, les audiences utiliseront l’\u00e2ge, le sexe et la r\u00e9gion, \u00e9tant donn\u00e9 que les donn\u00e9es sur le \u00ab\u00a0bien-\u00eatre \u00e9conomique\u00a0\u00bb ne sont pas disponibles dans le recensement pour toutes les zones g\u00e9ographiques.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le billet d’aujourd’hui nous vient de Chris DeAngelis, un expert en conception de solutions d’\u00e9chantillonnage pour un large \u00e9ventail de […]<\/p>\n","protected":false},"author":128,"featured_media":581325,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1443,1516],"tags":[],"class_list":{"0":"post-811446","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-etude-de-marche-fr","8":"category-recherche-universitaire","9":"entry"},"yoast_head":"\nQu'est-ce qu'un \u00e9chantillon national repr\u00e9sentatif ? | QuestionPro<\/title>\n<meta name=\"description\" content=\"Aujourd'hui, Chris DeAngelis, expert en conception de 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