|
| << vorige | volgende >> |
Tijdschrift beschrijving
Alle jaargangen van het bijbehorende tijdschrift
Alle afleveringen van het bijbehorende jaargang
Alle artikelen van de bijbehorende aflevering
Details van artikel 2 van 7 gevonden artikelen
| Titel: |
Etnografia e grounded theory na pesquisa de marketing de relacionamento no mercado consumidor: uma proposta metodológica. |
| Auteur: |
Cléria Donizete da Silva Lourenço Patrícia Aparecida Ferreira Alexandre Reis Rosa |
| Verschenen in: |
RAM. Revista de Administração Mackenzie |
| Paginering: | Jaargang 9 (2008) nr. 4 pagina's 99-124 |
| Jaar: |
2008 |
| Inhoud: |
Studies on the interaction between company and consumer during the processof purchase involve complex situations that are too diffi cult to be understood byquantitative research. As a result, qualitative approach has gained a growingspace in recent marketing research. A good example of it is ethnography, anapproach that has been used in the studies about consumer behaviour. Hence,the objective of this study is to discuss ethnography along with another qualitativeapproach, grounded theory, as methodologies of research in relationship marketing in the consumer market (RMC) capable of grasping the internal dynamicsof this phenomenon. The discussion is on how the use of these approachescan contribute for the scientifi c advancement of the RMC area and the conclusionis that its use is adequate as these research approaches, by focusing on subjectiveaspects, have the potential of revelling why consumers and companiesinvolve themselves in exchange relationships. |
| Uitgever: |
Editora Mackenzie (provided by DOAJ) |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 2 van 7 gevonden artikelen
| << vorige | volgende >> |