Abstract:

This article deals with the complementarity between market research and data mining disciplines that we consider to be distinct but interdependent with respect to the kinds of objectives and goals addressed the types of results obtained and the use to which they can be put and the kinds of organizational and logistic demands that each entails. Our discussion is centered around a recent study in which the two approaches were combined and which illustrates the specific contributions of each approach as well as the synergy between them in an applied marketing context.