Cléria Donizete da Silva Lourenço

Etnografia e grounded theory na pesquisa de marketing de relacionamento no mercado consumidor: uma proposta metodológica

Studies on the interaction between company and consumer during the process of purchase involve complex situations that are too difficult to be understood by quantitative research. As a result, qualitative approach has gained a growing space in recent marketing research. A good example of it is ethnography, an approach that has been used in the studies about consumer behaviour. Hence, the objective of this study is to discuss ethnography along with another qualitative approach, grounded theory, as methodologies of research in relationship marketing in the consumer market (RMC) capable of grasping the internal dynamics of this phenomenon. The discussion is on how the use of these approaches can contribute for the scientific advancement of the RMC area and the conclusion is that its use is adequate as these research approaches, by focusing on subjective aspects, have the potential of revelling why consumers and companies involve themselves in exchange relationships.

Formação Pedagógica no Ensino Superior: o que diz a Legislação e a literatura em Educação e Administração?

A formacao do professor universitario tem sido entendida, por forca da tradicao e ratificada pela legislacao, como atinente aos saberes do conteudo de ensino. Ser docente no ensino superior, no entanto, nao e apenas uma questao de dominio de conteudo. A pratica pedagogica de ensino e complexa e contextualizada. Com esse entendimento, procurar-se-a, neste ensaio academico, argumentar em favor da importância da formacao pedagogica do professor universitario buscando subsidios na area da educacao para desenvolver o argumento. Assim, o objetivo e conhecer como a formacao pedagogica do professor universitario e tratada pela legislacao e pela literatura academica.