{"id":816072,"date":"2020-10-26T03:14:17","date_gmt":"2020-10-26T10:14:17","guid":{"rendered":"https:\/\/qa-release.questionpro.com\/blog\/etudes-de-marche-vs-etudes-de-marche\/"},"modified":"2023-09-18T07:03:45","modified_gmt":"2023-09-18T07:03:45","slug":"etudes-de-marche-vs-etudes-de-marche","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/fr\/etudes-de-marche-vs-etudes-de-marche\/","title":{"rendered":"\u00c9tudes de march\u00e9 et \u00e9tudes marketing &#8211; Savoir faire la diff\u00e9rence"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Avez-vous d\u00e9j\u00e0 r\u00e9fl\u00e9chi \u00e0 la diff\u00e9rence entre une \u00e9tude de march\u00e9 et une \u00e9tude marketing ? Les deux termes se ressemblent, mais les gens les utilisent parfois de mani\u00e8re interchangeable, alors qu&rsquo;il y a une diff\u00e9rence entre les deux.  <\/span><\/p>\n<p style=\"text-align: center;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/a\/showEntry.do?classID=1053&amp;sourceRef=research-edition-home\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Recueillir des informations sur la recherche<\/strong><\/a><\/p>\n<h2><b>Qu&rsquo;est-ce qu&rsquo;une \u00e9tude de march\u00e9 ?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">L&rsquo;\u00e9tude de march\u00e9 \u00e9tudie et analyse un march\u00e9 cible. Les chercheurs utilisent les \u00e9tudes de march\u00e9 pour collecter des donn\u00e9es sur les consommateurs au sein d&rsquo;un march\u00e9. Elle traite de la collecte, de l&rsquo;analyse et de l&rsquo;utilisation des informations et des statistiques relatives au march\u00e9. L&rsquo;\u00e9tude de march\u00e9 ne concerne qu&rsquo;un seul des quatre P du marketing : le lieu. Dans ce contexte, le terme \u00ab\u00a0lieu\u00a0\u00bb d\u00e9signe un segment ou un march\u00e9 sp\u00e9cifique.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les \u00e9tudes de march\u00e9 collectent, analysent et \u00e9tudient des donn\u00e9es sur.. :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Un produit ou un service existant, ou un concept en cours de d\u00e9veloppement<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Un march\u00e9 existant<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Clients et consommateurs  <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Les chercheurs utilisent les \u00e9tudes de march\u00e9 pour \u00e9valuer les souhaits, les besoins, le comportement, les habitudes d&rsquo;achat et d&rsquo;autres caract\u00e9ristiques du march\u00e9. Il les aide \u00e0 comprendre et \u00e0 comparer leurs produits et services \u00e0 ceux de leurs concurrents et aux normes du secteur. Les entreprises utilisent les \u00e9tudes de march\u00e9 pour comprendre le comportement de leurs clients \u00e0 l&rsquo;\u00e9gard des produits et services nouvellement lanc\u00e9s. Elle est \u00e9galement utilis\u00e9e pour explorer de nouveaux march\u00e9s et comprendre les besoins des consommateurs sur le march\u00e9 &#8211; qu&rsquo;ils soient existants ou nouveaux.<\/span><\/p>\n<p style=\"text-align: center;\"><em><strong>EN SAVOIR PLUS : <\/strong><a href=\"https:\/\/qa-release.questionpro.com\/blog\/market-research-stats-and-trends\/\">L&rsquo;industrie des \u00e9tudes de march\u00e9<\/a><\/em><\/p>\n<h3><b>Le processus d&rsquo;\u00e9tude de march\u00e9<\/b><\/h3>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identifier le probl\u00e8me<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Choisir l&rsquo;\u00e9quipe de recherche (experts internes ou externes)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Choisir la technique et l&rsquo;approche les plus adapt\u00e9es<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Recueillir des donn\u00e9es<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Organiser, analyser et interpr\u00e9ter les donn\u00e9es<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Cr\u00e9er des rapports<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Prendre des d\u00e9cisions fond\u00e9es sur des donn\u00e9es<\/span><\/li>\n<\/ol>\n<h2><b>Qu&rsquo;est-ce que la recherche en marketing ?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">L&rsquo;<a href=\"https:\/\/qa-release.questionpro.com\/blog\/marketing-research\/\">\u00e9tude de march\u00e9<\/a> est un concept beaucoup plus large que l&rsquo;\u00e9tude de march\u00e9 et porte sur les quatre P du marketing : produit, prix, lieu et promotion. Son champ d&rsquo;application est beaucoup plus diversifi\u00e9 que celui des \u00e9tudes de march\u00e9. Les domaines \u00e9tudi\u00e9s par la recherche en marketing sont les suivants :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Recherche de nouveaux produits<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Recherche sur les clients<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Relations publiques<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">D\u00e9veloppement de produits existants<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">M\u00e9thodes de distribution<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Vente<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Recherche publicitaire<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Fixation des prix<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Les \u00e9tudes de march\u00e9 couvrent de nombreux domaines, de la conception de l&rsquo;id\u00e9e au d\u00e9veloppement et au placement du produit. Elle ne s&rsquo;arr\u00eate pas l\u00e0 puisqu&rsquo;elle couvre \u00e9galement les modifications et l&rsquo;\u00e9volution des produits et des services. Elle s&rsquo;int\u00e9resse \u00e9galement \u00e0 la croissance de ses clients et de son public et contribue \u00e0 renforcer la notori\u00e9t\u00e9 et le capital de la marque. L&rsquo;\u00e9tude de march\u00e9 joue un r\u00f4le essentiel dans les activit\u00e9s d&rsquo;\u00e9tude de march\u00e9 car elle constitue un sous-ensemble de l&rsquo;\u00e9tude de march\u00e9.<\/span><\/p>\n<h3><b>Le processus de recherche en marketing<\/b><\/h3>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identifier la question, examiner les options et fixer les objectifs de la recherche<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Cr\u00e9er un programme de recherche<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Collecter des informations sur la recherche<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Collecter des donn\u00e9es sur l&rsquo;audience<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Organiser et analyser les donn\u00e9es<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Afficher les r\u00e9sultats<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Prendre des d\u00e9cisions fond\u00e9es sur des donn\u00e9es<\/span><\/li>\n<\/ol>\n<p style=\"text-align: center;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/a\/showEntry.do?classID=1053&amp;sourceRef=research-edition-home\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Recueillir des informations sur la recherche<\/strong><\/a><\/p>\n<h2><b>Diff\u00e9rences entre les \u00e9tudes de march\u00e9 et les \u00e9tudes marketing<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Vous trouverez ci-dessous une comparaison entre l&rsquo;\u00e9tude de march\u00e9 et l&rsquo;\u00e9tude marketing.<\/span><\/p>\n<table style=\"border-collapse: collapse; width: 100%; height: 144px;\">\n<tbody>\n<tr style=\"height: 24px;\">\n<td style=\"width: 13.3187%; height: 24px;\"><\/td>\n<td style=\"width: 43.4857%; height: 24px; text-align: center;\"><strong>\u00c9tude de march\u00e9<\/strong><\/td>\n<td style=\"width: 43.1955%; height: 24px; text-align: center;\"><strong>Recherche en marketing<\/strong><\/td>\n<\/tr>\n<tr style=\"height: 24px;\">\n<td style=\"width: 13.3187%; height: 24px; text-align: center;\"><strong>Objectif<\/strong><\/td>\n<td style=\"width: 43.4857%; height: 24px;\"><span style=\"font-weight: 400;\">Elle \u00e9tudie le comportement des acheteurs sur le march\u00e9 et<br \/>\nle march\u00e9 dans son ensemble.<\/span><\/td>\n<td style=\"width: 43.1955%; height: 24px;\"><span style=\"font-weight: 400;\">Il \u00e9tudie syst\u00e9matiquement toutes les phases des activit\u00e9s de marketing d&rsquo;une entreprise.<\/span><\/td>\n<\/tr>\n<tr style=\"height: 24px;\">\n<td style=\"width: 13.3187%; height: 24px; text-align: center;\"><strong>Infirmi\u00e8res<\/strong><\/td>\n<td style=\"width: 43.4857%; height: 24px;\"><span style=\"font-weight: 400;\">Recherche en marketing.<\/span><\/td>\n<td style=\"width: 43.1955%; height: 24px;\"><span style=\"font-weight: 400;\">L&rsquo;ensemble du syst\u00e8me d&rsquo;information marketing de l&rsquo;entreprise.<\/span><\/td>\n<\/tr>\n<tr style=\"height: 24px;\">\n<td style=\"width: 13.3187%; height: 24px; text-align: center;\"><strong>Champ d&rsquo;application de la recherche<\/strong><\/td>\n<td style=\"width: 43.4857%; height: 24px;\"><span style=\"font-weight: 400;\">Limit\u00e9e. Il \u00e9tudie uniquement le march\u00e9 et le comportement des consommateurs.  <\/span><\/td>\n<td style=\"width: 43.1955%; height: 24px;\"><span style=\"font-weight: 400;\">Large. Etudie l&rsquo;ensemble du processus de marketing, les quatre P du marketing et le march\u00e9 lui-m\u00eame.<\/span><\/td>\n<\/tr>\n<tr style=\"height: 24px;\">\n<td style=\"width: 13.3187%; height: 24px; text-align: center;\"><strong>Nature de la recherche<\/strong><\/td>\n<td style=\"width: 43.4857%; height: 24px;\"><span style=\"font-weight: 400;\">La recherche vise \u00e0 r\u00e9pondre \u00e0 des questions sp\u00e9cifiques.<\/span><\/td>\n<td style=\"width: 43.1955%; height: 24px;\"><span style=\"font-weight: 400;\">La recherche est plus g\u00e9n\u00e9rique et sert \u00e0 r\u00e9soudre un grand nombre de probl\u00e8mes de marketing.  <\/span><\/td>\n<\/tr>\n<tr style=\"height: 24px;\">\n<td style=\"width: 13.3187%; height: 24px; text-align: center;\"><strong>Objectif<\/strong><\/td>\n<td style=\"width: 43.4857%; height: 24px;\"><span style=\"font-weight: 400;\">\u00c9tudier le succ\u00e8s d&rsquo;un produit ou d&rsquo;un service sur le march\u00e9.  <\/span><\/td>\n<td style=\"width: 43.1955%; height: 24px;\"><span style=\"font-weight: 400;\">Recueillir des donn\u00e9es pour la prise de d\u00e9cision dans le cadre d&rsquo;activit\u00e9s d&rsquo;<a href=\"https:\/\/qa-release.questionpro.com\/blog\/market-intelligence\/\">intelligence marketing<\/a>.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Avez-vous d\u00e9j\u00e0 r\u00e9fl\u00e9chi \u00e0 la diff\u00e9rence entre une \u00e9tude de march\u00e9 et une \u00e9tude marketing ? Les deux termes se [&hellip;]<\/p>\n","protected":false},"author":65,"featured_media":1034062,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"\u00e9tudes de march\u00e9 et \u00e9tudes de marketing","_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"Conna\u00eetre la diff\u00e9rence entre l'\u00e9tude de march\u00e9 et l'\u00e9tude de marketing. Appliquer les bonnes \u00e9tudes de march\u00e9 et les bonnes techniques d'\u00e9tudes de march\u00e9 dans les bons domaines.","_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],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00c9tudes de march\u00e9 et \u00e9tudes marketing - Savoir faire la diff\u00e9rence | QuestionPro<\/title>\n<meta name=\"description\" content=\"Conna\u00eetre la diff\u00e9rence entre l&#039;\u00e9tude de march\u00e9 et l&#039;\u00e9tude de marketing. 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