Métodos de investigación: una evaluación en artículos de marketing sobre la marca
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https://doi.org/10.5965/2316419008112019030Palabras clave:
Metodología de Investigación, Marca, Valor de la MarcaResumen
Objeto de numerosas investigaciones en el campo del Marketing, el constructo de marca, como símbolo, se vuelve capaz de impregnarse de significados a transmitir al consumidor y de expresar la visibilidad de un discurso interno. Esta popularidad despierta la curiosidad en relación a los métodos utilizados en la investigación sobre el tema: conocerlos ayuda en su futura profundización o en su complementación por caminos poco explorados o que permanecieron inexplorados. El presente artículo descriptivo-cuantitativo identifica las principales características metodológicas de los estudios científicos brasileños de Marketing disponibles en la base SPELL publicados sobre el tema "marca" durante 11 años. Se concluye que hubo un descuido en la presentación de varias de estas informaciones. Esto sugiere la necesidad de reforzar la enseñanza de los métodos de investigación en entornos académicos, con el fin de concienciar tanto a los autores como a los evaluadores de la importancia de la credibilidad, la transferibilidad, la confianza y la confirmabilidad de cualquier investigación científica.
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Derechos de autor 2019 REAVI - Revista Eletrônica do Alto Vale do Itajaí
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
