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
Autores
Rejowski, M; Ferro, R
Título
Perspectives of research on Hospitality in Tourism: national versus international scenario
Afiliaciones
Universidade Anhembi Morumbi; Universidade de Sao Paulo
Año
2023
DOI
10.25145/j.pasos.2023.21.030
Tipo de acceso abierto
gold
Referencia
WOS:001021691200001
Artículo obtenido de:
WOS
Fuente
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