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In this work, a brief of the methodology used in the study of cultural goods consumption among popular sector of Mexicali is presented. It includes three phases: a survey (quantitative method), a typology established from a multivariate analysis (data mining), and interviews with selected type-cases (qualitative method) all of which are analyzed from a multidimensional perspective whose categories retrieve marketing findings such as consumption visions (Phillips, Olson and Baumgartner, 1995) and conflict resolution strategies (Kwai-Choi and Collins, 2000) applied in the process of decision-making. It also draws from sociology (Thompson, 1990; Bourdieu, 1984) in order to identify reproductive aspects of consumption related to educative capital and social origin, and to deal with symbolic evaluation strategies of legitimate cultural goods.

Uso de métodos cuantitativos y cualitativos en el estudio del consumo de bienes culturales en sectores populares de Mexicali, B. C.