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

the analysis of this research: conventional basis (positivism, functionalism and systemic) and unconventional basis (critical theory). In a simplistic way, the conventional basis has positivism and the empiricist-systemic-functionalist approach as its central assumption. These are studies based on empirical data, analyzed quantitatively with objectivity and neutrality, in which, based on a theoretical framework, the researcher usually raises hypotheses and tests them. The unconventional basis is anti-positivist. It is based, therefore, on the use of dialectical logic and is focused on the emancipatory interest. Non-conventional methodological approaches use, more frequently, qualitative analyses. They are researching that start from the social reality in its complexity, totality, and then build appropriate methods to capture and transform it. The apprehension of the subjects is a basic characteristic, based on historical and social aspects. The main strategy is comprehension and interpretation. In order to carry out the analysis, the analytical categories that follow in Chart 1 were structured. It should be noted that the summary presented is the result of the literature used, namely: Padovani and Castagnola (1990); Bentham (1979); Demo (1985); Triviños (1987); Popper (1980); Paes de Paula (2016); Durkheim (1978); Evans-Pritchard (1972); Radcliffe- Brown (1973); Malinowski (1970); Chanlat and Séguin (1987a, 1987b); Kast and Rosenzweig (1992); Parsons (1967); Foulquié (1978); Gurvitch (1987); Lefebvre (1983); Benson (1983); Gamboa (1987; 1997); Martins (1994; 1997); Faria (2007); Guba and Lincoln (1994). Table 1: Epistemological Bases Source: Prepared by the Authors (2021). Methodological Nature and Epistemological bases of Qualitative Studies in Marketing 23 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )E © 2023 Global Journals