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Objectivos de Aprendizagem |
A UC dotará os alunos de capacidades que lhes permitam desenvolver projetos de investigação com recurso a métodos de análise qualitativa, interpretar resultados da análise qualitativa de dados e, por fim, reportar os resultados da análise qualitativa de dados.
No final da disciplina o aluno deverá:
• Conhecer os fundamentos da teoria, métodos e aplicações da análise qualitativa em Marketing.
• Compreender as várias formas de investigação qualitativa e aplicar um leque de métodos de investigação qualitativos.
• Conhecer alguns programas de software de análise de dados qualitativos
• Compreender aspectos éticos da investigação qualitativa
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Bibliografia principal |
Carson, D., Gilmore, A., Perry, C., & Gronhaug, K. (2001). Qualitative marketing research. London: Sage.
Denzin, N. K., & Lincoln, Y. S. (2005). The Sage handbook of qualitative research. Sage Publications, Inc.
Eisenhardt, K. M. (2007). Building Theories from Case Study Research. Management, 14(4), 532–550.
Healy, M., & Perry, C. (2000). Comprehensive criteria to judge validity and reliability of qualitative research within the realism paradigm. Qualitative Market Research: An International Journal, 3(3), 118–126.http://doi.org/10.1108/13522750010333861
Jaccard, J., & Jacoby, J. (2010). Theory Construction and Model-Building Skills: A Practical Guide for Social Scientists. New York, London: The Guilford Press.
Jick, T. (1979). Mixing qualitative and quantitative methods: Triangulation in action. Administrative Science Quarterly, 24(4), 602–611. Retrieved from http://www.jstor.org/stable/2392366
Laurent, G. (2000). Improving the external validity of marketing models: A plea for more qualitative input. International Journal of Research in Marketing, 17(2-3), 177–182. http://doi.org/10.1016/S0167-8116(00)00020-3.
Malhotra, N. K (2010). Marketing research: an applied orientation, (chapter 5). Pearson Education Inc.
Marshall, C., & Rossman, G. B. (2016). Designing Qualitative Research, 6th Ed., Thousand Oaks: Sage Publications, Inc.
Sarin-Baden, M., & Major, C. H. (2013). Qualitative Research: The essential guide to theory and practice. New York: Routledge.
Yin, R. K. (2003). Case study research: Design and methods, 3rd Ed., Thousand Oaks: Sage Publications, Inc.
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