Skip to Main content Skip to Navigation
Master Thesis

Quel rôle pour les outliers dans les études marketing ?

Abstract : When we encounter observations that fall outside the conceptual models in which we try to sort them, we are often tempted to view them as nuisances that should be eliminated. However, sometimes these deviant cases may contain important information that can provide unique opportunities to consider results from another perspective. This thesis attempts to explore this reflexion. First, it tries to demonstratethe key role that outliers or micro rebel communities can play in transforming markets. Then, it tries to inspectinspecting the ability of market research to embrace promising outliers.
Document type :
Master Thesis
Complete list of metadata
Contributor : Grenoble Iae <>
Submitted on : Friday, March 19, 2021 - 11:07:31 AM
Last modification on : Tuesday, April 6, 2021 - 3:23:33 AM


Files produced by the author(s)


Distributed under a Creative Commons Attribution - NonCommercial - NoDerivatives 4.0 International License


  • HAL Id : dumas-03151240, version 1


Samia El Mounjide. Quel rôle pour les outliers dans les études marketing ?. Gestion et management. 2020. ⟨dumas-03151240⟩



Record views


Files downloads