Qualitative and Quantitative Research in Marketing

Authors

  • Ana María Paredes Arriaga Universidad Autónoma Metropolitana Unidad Xochimilco
  • María Cristina Alicia Velázquez Palmer Universidad Autónoma Metropolitana Unidad Xochimilco

DOI:

https://doi.org/10.24275/LVXW9555

Abstract

This article reviews the gathering information techniques that are most commonly used in marketing research, as well as the criteria to be considered when selecting one for a research project. To this end, it begins with a brief introduction to marketing research, types of research, and the main techniques for gathering information, with a particular emphasis on qualitative methods. Finally, it presents how the authors conducted a social marketing research using both qualitative and quantitative approaches, analyzing the role and contribution of each technique employed in understanding the problem under study.

Downloads

Download data is not yet available.

Downloads

Published

2025-02-22

How to Cite

Paredes Arriaga, A. M., & Velázquez Palmer, M. C. A. (2025). Qualitative and Quantitative Research in Marketing. Administración Y Organizaciones, 27(Special Issue), 137–148. https://doi.org/10.24275/LVXW9555