investigar en el campo supone penetrar en un escenario y ver lo que (realmente) ocurre en su contexto...

Sunday, March 04, 2007

métodos cuali en investigación de mercados...

Nando es un apasionado del uso de métodos cualitativos (incluso etnografías virtuales) en la investigación de mercados. Para muestra un botón.

Pues bien, ahí va una referencia bibliográfica en esa línea:

Báez y Pérez de Tudela, Juan (2007): Investigación cualitativa. Madrid: ESIC Editorial.

La reseña de El País (disponible en la edición impresa, suplemento de Negocios 4/3/2007) dice cosas interesantes: “Este libro trata de acercarse al conocimiento de las realidades sociales y de mercado. Y lo hace con un enfoque innovador: realza el valor de lo cualitativo como instrumento para asistir a los responsables de las organizaciones en su toma de decisiones y aborda la metodología cualitativa con una profundidad hasta ahora desconocida”.

Seguimos...

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