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

numerical/quantitative analyses, rather than based on in-depth and reflective methodological techniques. It is also relevant to point out the superficiality in the way in which the data are discussed, as the depth in the understanding of the phenomenon in its empirical reality is the focus and the final objective of qualitative research. In addition, a detailed observation about the coherence between the epistemological bases, the methodology and the results obtained indicated inconsistency, mainly regarding the methods of data collection, data analysis and the way of presenting and discussing the results. The critical posture built in the process of discussing the results of the research allowed the verification of methodological fragility in the analyzed works. Despite the fact that all analyzed articles (5) are characterized as qualitative, three of the five works are closer to traditional epistemological bases, with a predominance of functionalist and systemic approaches; although the methodological nature often presents nuances of unconventional epistemological bases. Another interesting aspect, identified in the two works that are aligned with the unconventional epistemological base, is that the approach to critical theory and critical marketing is limited; often circumscribed in methodological characteristics, but not in the research as a whole. To configure them in a critical-dialectical context, studies should be centered: (a) on the inclusion of a historical, critical and emancipatory perspective; (b) in the sociological understanding of human life and marketing itself; (c) in the use of investigation methods different from the traditional ones coming from the natural sciences, capable of examining certain meanings emanating from the social world, which could be captured with the use, for example, of ethnographic research, grounded theory, life history, among others; and (d) decontextualize and reconceptualizing the analytical categories and constructs of the field of marketing (BURTON, 2001); and in overcoming the current limits of marketing studies. According to Tadajewski and Brownie (2008), criticizing the theory and practice of marketing must be done through a continuous process of analysis of assumptions and reassessment of the values in which marketing is anchored. Research based on critical theory assumes that social reality is a social fact, however individual consciousness is dominated and subservient to ideological superstructures, where criticism has the ultimate goal of stimulating positive social transformation. Critical marketing studies must include alternative themes and phenomena to the dominant paradigm. In this sense, Firat and Tadajewski (2010) warn of three “fronts” that can be worked on when thinking about critical marketing. The first one has to do with that position in which the body of speeches is evaluated in order to find flaws or problems that can be modified or corrected in a given marketing strategy. Another way of thinking about criticisms of marketing is to bring to the discussion the perspective of the Frankfurt School known as Critical Theory. Finally, a third approach would be to discuss the approach based on the broader political, economic and social system – modern capitalism. The search for this reference involves hard research work, since the concern with epistemology and methodology must be constant in any scientific work, in order to avoid misunderstandings. VI. F inal C onsiderations Reflecting on the epistemological bases makes it possible to apprehend a totality of elements on which research is based; makes it possible to unveil its objects, contours, methods, allowing a more critical look. Moreover, it is important for the researcher to take ownership of his object of study, in such a way that he is able to legitimize an epistemological posture that supports his conceptions. In the field of Marketing, a number of authors claim that the hegemonic paradigm is positivism and the superiority of quantitative research prevails. Under this approach, the present work aimed to analyze how research of a qualitative nature is constructed in the articles published in the Revista Brasileira de Marketing – ReMark, in the period of 2018, based on conventional and unconventional epistemologies. The critical evaluation of the construction of the methodological nature of the analyzed qualitative researches signaled a certain inconsistency, mainly regarding the way of analyzing the data; there is a certain divergence between the way of analyzing the data proposed in the articles, and the way in which the Methodological Nature and Epistemological bases of Qualitative Studies in Marketing 29 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )E © 2023 Global Journals The other two articles, specifically s 4 and 5, despite being inspired by critical theory, are not configured as critical studies in the strict sense (Critical Marketing) , as they do not broadly appropriate the general categories that characterize, guide and support the analysis of that theory. The grammar of critical marketing is characterized by theoretical and methodological pluralism surrounded by three commitments: ontological denaturalization, epistemo- logical reflexivity and a non-performative posture (TADAJEWSKI; BROWNLIE, 2008). Furthermore, critical marketing researchers must emphasize the development of a systematic critique of social conditions; question the assumptions of the dominant social paradigm that sustain the marketing system (FIRAT; TADAJEWSKI, 2013). These factors were not observed in the aforementioned articles.