En recherche expérimentale, les chercheurs en marketing discrétisent souvent les variables quantitatives pour tester leur caractère modérateur. Cet article pédagogique explique les limites d’une telle pratique et illustre les étapes des analyses spotlight et floodlight à conduire suivant que la variable modératrice considérée présente ou non des valeurs focales signifiantes.
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