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Inteligencia de Marketing - Métodos cualitativos de investigación
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Métodos cualitativos de investigación

Esta asignatura pretende examinar los principales métodos cualitativos aplicados en el ámbito de investigación de mercados. En particular, se plantean los siguientes contenidos:

  • Características fundamentales de las metodologías cualitativas
  • Cuatro tipos de metodologías específicas: las entrevistas en profundidad, las reuniones de grupo, las técnicas proyectivas y las metodologías de observación. En cada caso se plantea la aplicación de la técnica así como el análisis de la información extraída.