OnThursday, November 30, 2017, Stéphane Ganassali, who specializes in Management Sciences at theInstitute for Research in Management and Economics (IREGE) at the University of Savoie Mont Blanc (USMB), will defend his habilitation to supervise research based on his work entitled "Measuring and promoting the quality of survey responses: new investigations."
The defense will take place at2 p.m. in room 103 of the IAE Savoie Mont Blanc building on the Annecy-le-Vieux campus.
SUMMARY OF THE THESIS
First, we sought to enrich and expand the concept of response quality associated with a marketing survey. We developed and integrated new indicators to address the quality of survey responses and evaluate respondent participation (retention or completion) and productivity (e.g., variety or richness of response). We also suggest taking respondent satisfaction into account and using expert judgment to assess the decision-making quality of a marketing measurement tool.
Secondly, we looked at the quality of the response collection tools (survey questionnaires) to determine the characteristics that promote high-quality responses. We advocate for a hybridization of different measurement formats: open-ended questions in text and/or images, in addition to closed questions or more traditional scales. We describe two mixed methods tools that we have designed: the image wall and the online collage. We have defined the methodological frameworks for developing these tools, as well as for analyzing the responses they generate.
Our methodological work has frequently been applied to the analysis of consumer behavior. We have focused in particular on the relationships between consumers and brands, as well as the impact of sponsorship activities.