Overview of Research in Marketing in Brazil: An Analysis of Production in Periodic Functionalist Qualis Capes A2, B1 and B2.

Abstract

Faced with the qualitative research tradition by constructivist or not functionalist paradigm approaches, the main question of this article is to know how is the appropriation of quality criteria in the functionalist research, with the main objective to present an overview of articles published in national journals classified as Qualis A2, B1 and B2 for the years 2003 to 2013. to this end, the analysis has focused on the items presented in its scope functionalist qualitative characteristics, and to evaluate how they are being worked on quality criteria in the marketing publications in Brazil, in the last 11 years. The results of this research allowed to identify and assess the following: the quality criteria in the marketing publications in Brazil during that period; the importance of thinking in quality for qualitative research; and the incipient use of triangulation to the quality of qualitative research.