Reconsidérer la discrétisation des variables quantitatives : vers une nouvelle analyse de modération en recherche expérimentale

In experimental data analysis, marketing researchers are used to discretize the quantitative independent variables to test for their potential moderating effect. From concrete illustrations, this article highlights the limitations of such a practice and aims at presenting the steps of a more appropriate test method.

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Year of publication:	2014-10
Authors:	Cadario, Romain ; Parguel, Béatrice
Institutions:	Université Paris-Dauphine (Paris IX)
Subject:	Recherche expérimentale \| Analyse floodlight \| Analyse spotlight \| Median split \| Discrétisation \| Effet modérateur \| Analyse de projecteur

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Series:	Economics Papers from University Paris Dauphine.
Type of publication:	Book / Working Paper
Notes:	Published in Recherche et Applications en Marketing, 2014, Vol. 29, no. 4. pp. 120-140.Length: 20 pages
Classification:	C29 - Econometric Methods: Single Equation Models. Other ; M31 - Marketing
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10011261577