Investigacion Cualitativa Y Psicologia Del Consumidor

Investigación cualitativa y psicología del consumidor:
alternativas de aplicación
Qualitative research and consumer psychology: alternatives for application
ANDREA VELANDIA MORALES*
Universidadde Granada, España
WLSON LÓPEZ LÓPEZ
Pontificia Universidad Javeriana, Bogotá, Colombia

Abstract

Resumen

Qualitative research is a research strategy used
to analyze the reality. Whenapplied to consumer
psychology, it allows a deeper knowledge about
consumer’s behavior and associated emotions and
motivations. Qualitative research goes beyond the
description of buyers’ behavior andshows information about how and why that behavior is produced.
The purpose of this paper is to demonstrate how
qualitative research is relevant for the knowledge and the understanding of consumers’behavior
and how, through its techniques, it approaches the
consumer’s socio-cultural reality and provides an
interpretation of it. The present paper resumes the
key aspects of qualitativeresearch, mentioning its
related antecedents of its contributions to the marketing and explaining the four most applied techniques in consumer psychology (interviews, focus
group, ethnography andobservation); moreover,
it also studies the way to carry them out and gives
some examples of some of the market issues which
it can analyze. Finally, we take up again the qualitative data analysis as one ofthe most relevant topics
because it produces important information for the
decision making process related to the consumer.
In addition, we explain the steps, strategies, types
and technologicaltools to carry it out.
Key words: qualitative research; consumer psychology; interviewing; focus groups; ethnography;
qualitative data analysis.

La investigación cualitativa es una estrategia deinvestigación para el abordaje de la realidad que,
aplicada a la psicología del consumidor, permite
conocer a profundidad su comportamiento, entender
cuáles son sus motivaciones y emociones...