Global Journal of Management and Business Research, E: Marketing, Volume 23 Issue 1

© 2023. Janaína Gularte Cardoso, Kleiton Luiz Nascimento Reis, Martin de La Martiniere Petroll & Rudimar Antunes da Rocha. This research/review article is distributed under the terms of the Attribution-NonCommercial-NoDerivatives 4.0 International (CC BYNCND 4.0). You must give appropriate credit to authors and reference this article if parts of the article are reproduced in any manner. Applicable licensing terms are at https://creativecommons.org/licenses/by-nc-nd/4.0/. Global Journal of Management and Business Research: E Marketing Volume 23 Issue 1 Version 1.0 Year 2023 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Online ISSN: 2249-4588 & Print ISSN: 0975-5853 Methodological Nature and Epistemological bases of Qualitative Studies in Marketing By Janaína Gularte Cardoso, Kleiton Luiz Nascimento Reis, Martin de La Martiniere Petroll & Rudimar Antunes da Rocha Universidade Federal de Santa Abstract - This research portrays the epistemological bases on which qualitative studies in marketing are based. In the meantime, the main objective was to analyze how qualitative research published in the Revista Brasileira de Marketing is constructed, based on conventional and unconventional epistemologies. The methodological design was that of documentary research with content analysis. The under-standing and interpretation of the articles, as well as the critical evaluation carried out, allow inferring that qualitative studies in marketing have a strong emphasis on the conventional basis and have positivism and the empiricist-systemic- functionalist approach as their central assumption. Furthermore, the influence of unconventional epistemological bases, in two articles, signals the emergence of critically oriented studies. Even so, they are approximations, flirtations, rather than critical studies per se, because they do not widely appropriate the general categories that characterize, guide and found the critical theoretical-methodological scheme. Keywords: epistemology, qualitative research, marketing, epistemology in marketing. GJMBR-E Classification: JEL Code: M31, M37 MethodologicalNatureandEpistemologicalbasesofQualitativeStudiesinMarketing Strictly as per the compliance and regulations of: