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

• Autor(a) principal: Farias, Miriam Leite
• Data de Publicação: 2021
• Outros Autores: Alcoforado, Daniela Gomes, Patriota, Verônyca Kezya Santos Sousa, Palha, Armando Perez, de Souza-Leão, André Luiz Maranhão
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/16603
• topic: Marketing; Qualitative research; Brazil; Marketing; Pesquisa qualitativa; Brasil

Objective: This study aims to analyze 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: In view of the aspects analyzed, 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 the 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 rigor.