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Pesquisa qualitativa em marketing e suas variações: trilhas para pesquisas futuras

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  • Valter Afonso Vieira
  • Fernando Tibola

Abstract

The qualitative research is been increasingly used in marketing to unmask the thoughts and motivations more subjective from the consumer.After we accomplish an abbreviation theoretical-revision of what is the qualitative research in marketing, our main goal concentrate on to providing and to fanning the main and more used variations of that research methodology in marketing - In depth interview, focus group, projective techniques, observational research, ZMET (Zaltman Metaphor Elicitation Technique), autodriving and films. In the following topic we propose a comparative table including the advantages and disadvantages of each qualitative research variation applied in marketing. After the final considerations, we suggest possible applications for future investigations that can help even more the use of that technique for research professionals in the national context.

Suggested Citation

  • Valter Afonso Vieira & Fernando Tibola, 2005. "Pesquisa qualitativa em marketing e suas variações: trilhas para pesquisas futuras," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 9(2), pages 9-33.
    • Handle: RePEc:abg:anprac:v:9:y:2005:i:2:375
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    File URL: https://rac.anpad.org.br/index.php/rac/article/view/375/374
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    File URL: https://rac.anpad.org.br/index.php/rac/article/download/375/374
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    Cited by:

    1. Renata Francisco Baldanza & Lívia Nogueira-Pellizzon, 2019. "Co-creation in conventional and collaborative businesses," Estudios Gerenciales, Universidad Icesi, vol. 35(151), pages 95-108, June.

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