Resumen

HERBAS TORRICO, Boris Christian  y  ROCHA GONZALES, Erick Ariel. Scientific methodology for conducting marketing research and quantitative social research. Perspectivas [online]. 2018, n.42, pp.123-160. ISSN 1994-3733.

Currently, in Bolivia, many undergraduate and graduate students experience theoretical and methodological limitations to perform marketing or quantitative social research. In this sense, Bolivian students use methodological books or articles, which are characterized by the absence of practical suggestions or an international scientific perspective. As a consequence, research originated in Bolivia is often not considered for international publication because it does not meet theoretical and/or methodological standards required by international scientific journals. Our article shows a collection of experiences on theoretical and methodological aspects of conducting marketing and quantitative social research. By no means our article claims to cover all the theoretical and practical aspects of conducting marketing or quantitative social research. Instead, despite its limitations, our article seeks to contribute to the theoretical and methodological gaps that currently exist in Bolivian marketing and quantitative social research.

Palabras clave : Market research; social research; Marketing.

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