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

company’s Lojas Americanas, Magazine Luiza, Submarino and Ponto Frio and how they behave in the face of these posts, in order to propose a model of However, when analyzing the results and discussions chapter, it can be seen that the entire discussion is predominantly based on percentages and indices, such as, for example, “main reasons for complaints and the percentage of each in relation to the total” and “the main causes of complaints in the stores surveyed”, “the number, in percentage, of complainants who had their problems resolved” (Ibid., p. 54-58, emphasis added), confirming the influence of conventional epistemologies. At the end, when proposing the model, there is a qualitative analysis of the information gathered during the research, and based on these, it was “possible to develop and propose an effective model for management [...]” (RÍMOLI and MELO, 2018, p. 59, emphasis added). The fact that the proposition of a model presupposes limits and limits is a feature of functionalism. Furthermore, the intention of generating a previously expected result, that is, in a prescriptive way, and the utilitarian logic of this, reinforces support on conventional bases. Continuing with the analyses, throughout the introduction of Article 3, some questions are found that indicate the epistemological bases that underpin the study, which are: management of complaints online. For this, a descriptive research was carried out through the content analysis of 379 online consumer complaints posted on the ReclameAQUI website (Ibid., p. 50, emphasis added). In view of this, one perceives the influence of conventional and non-conventional epistemological bases. As for the conventional ones, these assumptions are closely related to functionalism and the systemic, functionalist approach, as it involves analysis of the strategies used and systemic in terms of input and output analyzes and the proposition of an effective model (PARSONS, 1976; CHANLAT and SÉGUIN, 1987b). The unconventional bases are portrayed through content analysis. It is characterized as a qualitative, descriptive research, with the site reclameaqui.com.br as the basis for data collection, in which, through documentary research, analyzes of the management of complaints by companies in relation to claimants were carried out. As for the classification of the research, the authors define it as “descriptive, that is, that seeks to describe the particularities of a population or phenomenon, and may also define relationships between the variables present (RÍMOLI and MELO, 2018, p. 53, emphasis added). The description of the phenomenon characterizes the research as qualitative, however, the descriptive techniques are also typical of conventional epistemological bases, and defining the relationships between variables brings the study even closer to conventional bases (PAES DE PAULA, 2016; CHANLAT and SÉGUIN, 1987a, 1987b; KAST and ROSENZWEIG, 1992). The configuration given to data collection for documentary research is close to that proposed by Bryman (1988) for qualitative research, because: the ideal number of published complaints is how much the researcher thinks is enough to discover and verify what he is looking for. The intention, therefore, was not to obtain a significant sample of a population, but rather to choose complaints with the greatest potential to provide the desired information, (RÍMOLI and MELO, 2018, p. 53, emphasis added). Data analysis was performed through content analysis of the collected data. The study of textual transcripts of data was carried out, following the steps below: clipping contents, definition of analytical categories and final categorization of units of analysis. The NVivo11 software was used for content analysis. Therefore, there is an approximation to the unconven- tional bases, portrayed in documentary research and content analysis. 1. The objective of this work is to analyze the relationship between integrated marketing communication and its advantages for companies with a differentiation strategy via the franchising process. It can be shown that there is greater potential for success in marketing communication when franchising companies position marketing communication in the strategic instance (QUEIROZ et al. 2018, p. 265, emphasis added). 2. “We are proposing a series of factors that should be considered to guide retail companies in building this link between current value and value creation” (QUEIROZ et al. 2018, p. 267, emphasis added). 3. “To propose a conceptual model that will assist in the planning of companies' marketing commu- nication, involving the evaluation of results” (QUEIROZ et al. 2018, p. 268, emphasis added). Assertion a) is in line with conventional bases, and the establishment of causality and relationships between variables and facts indicates the domain of positivism, the analysis of the relationship and evaluation are based on functionalism and systemic, the emphasis on the process is based on the systemic question, the success function refers to functionalism, and the teleological conception of the strategic instance refers to functionalism. The factors highlighted in b) and c) refer to the functionalist and systemic approaches (GAMBOA, 1987 and 1997; MARTINS, 1994 and 1997). It is characterized as a qualitative research, study of multiple cases, application of in-depth Methodological Nature and Epistemological bases of Qualitative Studies in Marketing 26 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )E © 2023 Global Journals effective