Open AccessMARKETING RESEARCH PROCESSES. A PERSPECTIVE OF THE FUTURE FROM A QUALITATIVE VIEW
Author(s) -
Luz Alexandra Montoya Restrepo,
Iván Alonso Montoya-Restrepo,
Sandra Patricia Rojas Berrío
Publication year - 2020
Publication title -
metadatos
Language(s) - English
Resource type - Journals
ISSN - 2805-587X
DOI - 10.15765/poli.v1i253.1537
Subject(s) - qualitative marketing research , perspective (graphical) , purchasing , qualitative research , marketing , consumer research , marketing research , moment (physics) , sociology , management science , psychology , quantitative marketing research , business , social science , computer science , economics , return on marketing investment , physics , classical mechanics , artificial intelligence
The objective of this document is to resume the increasing importance of qualitative market research, which has shown growth not just in scientific journals but also has larger numbers compared to quantitative research. The first step was reflecting on research in marketing and the possibilities it offers to get to know consumers and purchasing habits. The methodology applied is divided in two moments: the first moment is based on bibliometrics, which reviews trends in publications, and in the second moment, different scenarios from marketing research are proposed based on experts’ opinions and prospective methods (Smic Prob-Expert method). The conclusion is that in the future, research will become a discipline that is largely associated to sensory and neurological studies, operated with social networking strategies and oriented to the description of specific phenomena, all of which will lead to a new scientific anthropo-marketing.