Artículo

Qualitative research in marketing: Overview of the Brazilian scientific production from 2010 to 2019

Resumen

Objective: This study aims at analyzing the Brazilian scientific production of qualitative research in Marketing. Method: A thorough bibliometric review was conducted considering the A2 national journals of Administration in the decade from 2010 to 2019. The final analysis was carried out on a corpus of 82 empirical articles that adopted a qualitative research approach. Originality/Relevance: The analysis of the research corpus covered the fundamental criteria for conducting qualitative research: paradigmatic orientation, the place of theory, research method, types of data collection and analysis, and research quality criteria. Results: Given the analyzed aspects, the Brazilian marketing production based on qualitative research shows a significant difference between positivist and non-positivist orientations in terms of the adoption of data collection and analysis techniques, of research quality, and in the way how to use theory. Theoretical/methodological contributions: This duality indicates two different models for the use of qualitative research. Positivist orientation studies adopt a standard model, which emulates the logic of quantitative research. The non-positivist research, in turn, shows a more expansive and varied posture, as well as with greater care in terms of rigo
Farias, Miriam Leite (57220120696); Alcoforado, Daniela Gomes (57219166657); Patriota, Verônyca Kezya Santos Sousa (57226809061); Palha, Armando Perez (57226815268); de Souza-Leão, André Luiz Maranhão (55337966500)
Qualitative research in marketing: Overview of the Brazilian scientific production from 2010 to 2019
2021
10.5585/REMARK.V20I3.16603
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85112740906&doi=10.5585%2fREMARK.V20I3.16603&partnerID=40&md5=73a94c0f1af4b927cbabea86a79be751
All Open Access; Gold Open Access
Scopus
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