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

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DOI: https://doi.org/10.1590/S1415-65552005000200002
Keywords:
marketing research, qualitative methods, technique analysis

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Valter Afonso Vieira
Universidade Federal do Rio Grande do Sul
Fernando Tibola
Universidade Paranaense

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.

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How to Cite
Vieira, V. A., & Tibola, F. (1). Pesquisa qualitativa em marketing e suas variações: trilhas para pesquisas futuras. Journal of Contemporary Administration, 9(2), 9-33. https://doi.org/10.1590/S1415-65552005000200002
Issue
Vol. 9 No. 2 (2005): Apr/Jun - 2005
Section
Articles

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Author Biographies

Valter Afonso Vieira, Universidade Federal do Rio Grande do Sul

Mestrando em Administração no Programa de Pós-Graduação em Administração (PPGA) da Escola de Administração (EA) da Universidade Federal do Rio Grande do Sul (UFRGS), Pós-Graduado em Tutoria de Educação à Distância pelo NEAD (Núcleo de Educação a Distância) da UFPR (Universidade Federal do Paraná) e Graduado em Administração de Empresas e Marketing pela UNOPAR (Universidade Norte do Paraná). Suas áreas de interesse em pesquisa são comportamento do consumidor, pesquisa de marketing e marketing models.

Fernando Tibola, Universidade Paranaense

Graduando em Administração/Comércio Exterior na UNIPAR (Universidade Paranaense) de Francisco Beltrão. Suas áreas de interesse em pesquisa são comportamento do consumidor, propaganda e psicologia de consumo.