Use este identificador para citar ou linkar para este item: http://repositorio.ufla.br/jspui/handle/1/151
Título: Etnografia e Grounded Theory na pesquisa de marketing de relacionamento no mercado consumidor: uma proposta metodológica
Título(s) alternativo(s): Ethnography and grounded theory in relationship marketing research in the consumer market: a methodological proposal
Palavras-chave: Etnografia
Grounded theory
Marketing de relacionamento
Consumidor
Marketing of relationship
Marketing of relationship
Ethnography
Data do documento: 2008
Editor: Revista de Administração do Mackenzie
Citação: LOURENÇO, C. D. da S.; FERREIRA, P. A.; ROSA, A. R. Etnografia e Grounded Theory na pesquisa de marketing de relacionamento no mercado consumidor: uma proposta metodológica. RAM: revista de administração do Mackenzie, São Paulo, v. 9, n. 4, p. 99-124, maio/jun. 2008.
Resumo: Studies on the interaction between company and consumer during the process of purchase involve complex situations that are too diffi cult to be understood by quantitative research. As a result, qualitative approach has gained a growing space in recent marketing research. A good example of it is ethnography, an approach that has been used in the studies about consumer behaviour. Hence, the objective of this study is to discuss ethnography along with another qualitative approach, grounded theory, as methodologies of research in relationship marketing in the consumer market (RMC) capable of grasping the internal dynamics of this phenomenon. The discussion is on how the use of these approaches can contribute for the scientifi c advancement of the RMC area and the conclusion is that its use is adequate as these research approaches, by focusing on subjective aspects, have the potential of revelling why consumers and companies involve themselves in exchange relationships
URI: http://repositorio.ufla.br/jspui/handle/1/151
Aparece nas coleções:DAE - Artigos publicados em periódicos



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