The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline
Interviews are the most pervasive means of collecting data in qualitative research projects. The purpose of this paper is to discuss how the practice of conducting interviews has evolved within consumer and marketing research and to offer insights for those who would like to gather qualitative data...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Portuguese |
| Published: |
Universidade Nove de Julho
2014-09-01
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| Series: | REMark: Revista Brasileira de Marketing |
| Subjects: | |
| Online Access: | http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2762 |