A utilização de métodos qualitativos na Ciência Política e no Marketing Político

Abstract

O artigo discorre sobre a utilização da abordagem qualitativa na Ciência Política e no Marketing Político. As discussões apresentadas derivam-se, principalmente, da experiência acadêmica com a pesquisa Ideologia Política, Propaganda Eleitoral e Voto: o efeito persuasivo do Horário Eleitoral na Campanha da Presidência da República, em que foram empregadas as técnicas de entrevista em profundidade e grupos focais.<br>This paper discusses the use of qualitative research technie to the study Political Science and to the Political Marketing. The issues discussed here drawn from the research on Political Ideology, Electoral Propaganda and Votes: the effect of "horário electoral" on the presidency campaign, in which were used depth interviews and focus group technies

Costs of biosecurity measures in Brazilian laying hens farms in response to policies against Avian Influenza, Newcastle Disease and Salmonellosis

“…The research instrument was the method face-to-face interview. According to Veiga & Gondim (2001), as they are discursive, face-to-face interviews have as advantage the possibility of the interviewee to show his argumentation line in a way to allow the interviewer to associate them, offering thus opportunities to identify the opinions, attitudes and values of the interview. The research had an exploratory character and for the estimation costs of production and biosecurity measures, data were obtained in ten voluntary establishments between June and July, 2013.…”

Designing and validating the methodology for the Internet assessment of fish consumption at a university setting

“…This survey technique can also be characterized as a resource to understand the analytical process of perceptions, attitudes, and social representations of human groups (Morgan, 1997;Veiga & Gondim, 2001). The Focus Group technique may be used to address several issues, such as the understanding of perceptions, preferences, and consumer's behavior for a given product.…”

Recursos Informacionais E a Atuação Dos Profissionais No Mercado De Comunicação Digital

“…A entrevista é uma técnica qualitativa que tem por objetivo explorar o que as pessoas sabem, opinam, creem, sentem, desejam e esperam, para coletar informações que contribuam ao problema de pesquisa ( VEIGA; GONDIM, 2001;RODRÍGUEZ,2011). É uma técnica realizada por meio da comunicação interpessoal entre o pesquisador e o sujeito de estudo para assimilar a informação obtida com a maior exatidão possível (RODRÍGUEZ, 2011).…”