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A discourse analysis methodology based on semantic principles - an application to brands, journalists and consumers discourses

Journal of Intelligence Studies in Business

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Field Value
 
Title A discourse analysis methodology based on semantic principles - an application to brands, journalists and consumers discourses
 
Creator Grivel, Luc
Bousquet, Olivier
 
Subject Intelligence Studies
Discourse analysis, Brand management, Market research
 
Description This is a R&D Paper. It describes an analysis coming from a research project about opinion measurement and monitoring on the Internet. This research is realized within "Paragraphe" laboratory, in partnership with the market research institute Harris Interactive (CIFRE grant beginning July 2010). The purpose of the study was to define CRM possibilities. The targets of the study were self-employed workers and very small businesses. The discourses analysis is linked to a qualitative study. It turns around three types of discourses: brands, journalists and clients’ discourses. In the brand discourses analysis we benchmarked brand websites belonging to several businesses. In this first step, we tried to identify the most used words and promises by brands to the target we were studying. For that benchmark, we downloaded "Professionals" sections of the websites. Clients’ discourses analysis is based on opened answers coming from satisfaction questionnaires. The questions we are studying have been asked after a call to a hot line or after a technician intervention. Journalists’ discourses analysis is based on articles, published on information websites specialized in Harris Interactive's client sector. These websites were chosen because we considered them to be representative of information sources, which the target could consult.
 
Publisher Journal of Intelligence Studies in Business
 
Contributor —
 
Date 2012-01-05
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
Empirical
 
Format application/pdf
 
Identifier https://ojs.hh.se/index.php/JISIB/article/view/16
 
Source Journal of Intelligence Studies in Business; Vol 1, No 1 (2011): Journal of Intelligence Studies in Business
2001-015X
2001-0168
 
Language eng
 
Relation https://ojs.hh.se/index.php/JISIB/article/view/16/pdf