ETHNOGRAPHY AND GROUNDED THEORY IN RELATIONSHIP MARKETING RESEARCH IN THE CONSUMER MARKET: A METHODOLOGICAL PROPOSAL

Authors

  • Cléria Donizete da Silva Lourenço Centro Federal de Educação Tecnológica de Bambuí
  • Patrícia Aparecida Ferreira Universidade Federal de Lavras
  • Alexandre Reis Rosa Escola Superior de Propaganda e Marketing

Abstract

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.

KEYWORDS: Ethnography; Grounded theory; Marketing of relationship; Consumer; Methodology of research.

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Author Biographies

Cléria Donizete da Silva Lourenço, Centro Federal de Educação Tecnológica de Bambuí

Doutoranda em Administração pelo Programa de Pós-Graduação em Administração da Universidade Federal de Lavras (PPGA/Ufla). Professora do Centro Federal de Educação Tecnológica de Bambuí (Cefet-Bambuí).

Patrícia Aparecida Ferreira, Universidade Federal de Lavras

Doutoranda em Administração pelo Programa de Pós-Graduação em Administração da Universidade Federal de Lavras (PPGA/Ufla).

Alexandre Reis Rosa, Escola Superior de Propaganda e Marketing

Doutorando em Administração Pública e Governo pela Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (Eaesp-FGV). Professor da Escola Superior de Propaganda e Marketing (ESPM-SP).

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Published

2008-10-21

Issue

Vol. 9 No. 4 (2008): Special Thematic Editon on Methodology

Section

Presentation

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