Unidad 5-- aplicaciones de la derivada
Qualitative research and consumer psychology: alternatives for application
ANDREA VELANDIA MORALES*
Universidad de Granada, España
WLSON LÓPEZ LÓPEZ
Pontificia Universidad Javeriana, Bogotá, Colombia
Qualitative research is a research strategy used to analyze the reality. When applied 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 and shows information about how and why that behavior is produced.
The purpose of this paper is to demonstrate how qualitative research is relevant for