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LA QUALITÉ DES ÉTUDES QUALITATIVES: Principes et pratiques

FLORENCE DANO, VIVIANE HAMON and SYLVIE LLOSA
Décisions Marketing
No. 36 (Octobre-Décembre 2004), pp. 11-25
Stable URL: http://www.jstor.org/stable/40592997
Page Count: 15
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LA QUALITÉ DES ÉTUDES QUALITATIVES: Principes et pratiques
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Abstract

Cet article étudie la question de la qualité des études qualitatives à travers le modèle des « écarts » de Parasuraman, Zeithaml et Berry, référence en matière de conceptualisation de la qualité dans les services. Ce modèle permet d'identifier quatre écarts pouvant nuire à la qualité des études qualitatives. Les auteurs analysent les causes possibles de chacun de ces écarts, soulignent les points de vigilance et développent des propositions pour les réduire. This paper investigates the quality of qualitative studies through a thorough review organized according to the « Gap Model » of Parasuraman, Zeithaml and Berry, which is considered as the basic model for conceptualising the quality of services. This model makes it possible to identify four « gaps » leading potentially to a lesser quality of this type of study. The possible causes for each gap are analysed, the aspects requiring special care are emphasized and proposals to reduce the gaps are developed.

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