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La Investigación En Marketing A Través De Las Tesis Doctorales Españolas / Marketing Research Through Spanish Doctoral Dissertations

Author

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  • Ortega Martínez, E.

    () (Universidad Complutense de Madrid (España))

Abstract

Las tesis doctorales representan una contribución relevante en el campo en el que se realizan. El objeto principal de una tesis doctoral es demostrar la competencia investigadora y añadir algún valor al conjunto del conocimiento. Este estudio contiene un análisis de la investigación en el campo del marketing en España a través de las tesis doctorales presentadas entre 1980 y 2005. El estudio responde a los interrogantes siguientes: ¿Cuáles son las áreas investigadas? ¿Cuáles son los métodos de obtención de datos? ¿Cuál es la cantidad de investigación cuantitativa y cualitativa que se realiza? ¿Qué técnicas de análisis se emplean?. El estudio concluye con algunas recomendaciones a los departamentos de marketing relacionados con el diseño y contenido de los resúmenes de las tesis doctorales y con la conveniencia de estimular a los estudiantes de doctorado para que utilicen conjuntamente los métodos cuantitativos y cualitativos. / Doctoral dissertations provide a relevant contribution in a field. The general purpose of the dissertation research is to demonstrate research competence and to add something of value to the body of knowledge. This study provides an overview of marketing research in Spain through doctoral dissertations from 1980 to 2005. The study answers to the following questions: What subjects are researched? What analysis techniques are used? The study ends with some recommendation to the marketing departments concerning the design and content of the dissertation abstracts and to encourage doctoral students for pairing quantitative and qualitative methods.

Suggested Citation

  • Ortega Martínez, E., 2010. "La Investigación En Marketing A Través De Las Tesis Doctorales Españolas / Marketing Research Through Spanish Doctoral Dissertations," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 16(1), pages 127-147.
  • Handle: RePEc:idi:jiedee:v:16:y:2010:i:1:p:127-147
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