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Search Results: 1 - 10 of 6678 matches for " Idaly; Velandia-Morales "
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ESTRATEGIAS METODOLóGICAS PARA EL ANáLISIS DE DATOS TEXTUALES: APLICACIONES EN PSICOLOGíA DEL CONSUMIDOR
Barreto,Idaly; Velandia-Morales,Andrea; Rincón-Vásquez,Juan Carlos;
Suma Psicológica , 2011,
Abstract: this paper presents a classification methodology for studies of textual data. this classification is based on the two predominant methodologies for social science research: qualitative and quantitative. the basic assumption is that the research process involves three main features: 1) structure research, 2) collection of information and, 3) analysis and interpretation of data. in each, there are general guidelines for textual studies.
METHODOLOGICAL STRATEGIES FOR TEXTUAL DATA ANALYSIS:
Idaly Barreto,Andrea Velandia-Morales,Juan Carlos Rincón-Vásquez
Suma Psicológica , 2011,
Abstract: This paper presents a classification methodology for studies of textual data. Thisclassification is based on the two predominant methodologies for social scienceresearch: qualitative and quantitative. The basic assumption is that the researchprocess involves three main features: 1) Structure Research, 2) Collection of informationand, 3) Analysis and Interpretation of Data. In each, there are generalguidelines for textual studies.
SEXISM IN CONSUMERS AND THEIR SEXIST ASESSMEN
Heidy T. Luengas,Andrea Velandia-Morales
Suma Psicológica , 2012,
Abstract: This research identifies the relationship between the score for consumers of television media in Ambivalent Sexism Inventory (ASI, Glick and Fiske, 1996. Adapt. Expósito et al., 1998) and they valuation around level of sexism than 14 television commercials broadcast in the national channels. The study was conducted with 100 participants, of both genders, aged between 18 and 60 years of strata 4, 5, 6, consumers of television media. It is an ex post facto study, a prospective with single independent variable (Montero & Leon, 2007). The level of ambivalent sexism is the independent variable by classification and the valuation of commercial is the dependent variable. The main findings show an interaction statistically significant between level of ambivalent sexism in the component of gender differentiation and the perception of sexism in advertising, but without a statistically significant effect with gender, age and other demo-graphic variables.
Estereotipos femeninos y preferencia de consumo
VELANDIA-MORALES,ANDREA; RODRíGUEZ-BAILóN,ROSA;
Universitas Psychologica , 2011,
Abstract: according to the ambivalent sexism theory (glick y fiske, 1996) there are distinct stereotypes of women that men express different attitudes. among them, the housewife, sexi women and executive women are the clearest ones. one hundred people participated in the present study in order to test the relationship between the female stereotypes, their level of influence and prestige and the level of preference for a commercial product (described in female and male terms). the results showed that sexi women is more associated with the masculine description, whereas the executive women is more associated to the feminine product description, and in both cases the housewife is the least associated with the two different descriptions. it was also found that the influence and the women prestige mediated the relationship between the stereotypes and the preference shown for the product described in feminine terms.
Influencia del advergaming y el advertising en la recordación y reconocimiento de una marca
César A. Ortega-Ruiz,Andrea Velandia-Morales
Revista Latinoamericana de Psicología , 2011,
Abstract: En esta investigación se identifican las diferencias producidas en el nivel de recordación y reconocimiento hacia una marca de acuerdo al tipo de publicidad utilizada, sea ésta a través de videojuegos publicitarios (Advergaming) o mediante publicidad en televisión (Advertising). Los participantes fueron 76 estudiantes universitarios de ambos géneros, con edades entre los 18 y 24 a os de los niveles socioeconómicos tres, cuatro y cinco residentes en la ciudad de Bogotá. Para la fase experimental los participantes se dividieron en dos grupos, los cuales fueron expuestos a la misma marca, cambiando la forma publicitaria de presentarla. Así, un grupo fue expuesto a un videojuego publicitario y el otro a un programa de televisión donde aparecía la marca. Se realizaron mediciones de memoria explicita e implícita a través de instrumentos construidos ad hoc, que median los niveles de recordación y reconocimiento de marca después de la exposición al juego o al programa de televisión. Se encontraron diferencias estadísticamente significativas en los niveles de recordación y reconocimiento según el medio publicitario, así, hay mayor nivel de recordación y reconocimiento de marca cuando se utilizan videojuegos, que cuando se lo hace a través de un programa de televisión.
Investigación cualitativa y psicología del consumidor: alternativas de aplicación
Velandia Morales,Andrea; López López,Wilson;
Avances en Psicología Latinoamericana , 2008,
Abstract: qualitative research is a research strategy used to analyze the reality. when applied to consumer psychology, it allows a deeper knowledge about consumer's behavior and associated emotions and motivations. qualitative research goes beyond the description of buyers' behavior and shows information about how and why that behavior is produced. the purpose of this paper is to demonstrate how qualitative research is relevant for the knowledge and the understanding of consumers' behavior and how, through its techniques, it approaches the consumer's socio-cultural reality and provides an interpretation of it. the present paper resumes the key aspects of qualitative research, mentioning its related antecedents of its contributions to the marketing and explaining the four most applied techniques in consumer psychology (interviews, focus group, ethnography and observation); moreover, it also studies the way to carry them out and gives some examples of some of the market issues which it can analyze. finally, we take up again the qualitative data analysis as one of the most relevant topics because it produces important information for the decision making process related to the consumer. in addition, we explain the steps, strategies, types and technological tools to carry it out.
Women's Stereotypes and Consumer Preferences
Andrea Velandia Morales,Rosa Rodríguez-Bailón
Universitas Psychologica , 2011,
Abstract: According to The Ambivalent Sexism Theory (Glick y Fiske, 1996) there are distinct stereotypes of women that men express different attitudes. Among them, the housewife, sexy women and executive women are the clearest ones. One hundred people participated in the present study in order to test the relationship between the female stereotypes, their level of influence and prestige and the level of preference for a commercial product (described in female and male terms). The results showed that sexy women is more associated with the masculine description, whereas the executive women is more associated to the feminine product description, and in both cases the housewife is the least associated with the two different descriptions. It was also found that the influence and the women prestige mediated the relationship between the stereotypes and the preference shown for the product described in feminine terms
Investigación cualitativa y psicología del consumidor: alternativas de aplicación
Andrea Velandia Morales,Wlson López López
Avances en Psicología Latinoamericana , 2008,
Abstract: Qualitative research is a research strategy used to analyze the reality. When applied to consumer psychology, it allows a deeper knowledge about consumer’s behavior and associated emotions and motivations. Qualitative research goes beyond the description of buyers’ behavior and shows information about how and why that behavior is produced. The purpose of this paper is to demonstrate how qualitative research is relevant for the knowledge and the understanding of consumers’ behavior and how, through its techniques, it approaches the consumer’s socio-cultural reality and provides an interpretation of it. The present paper resumes the key aspects of qualitative research, mentioning its related antecedents of its contributions to the marketing and explaining the four most applied techniques in consumer psychology (interviews, focus group, ethnography and observation); moreover, it also studies the way to carry them out and gives some examples of some of the market issues which it can analyze. Finally, we take up again the qualitative data analysis as one of the most relevant topics because it produces important information for the decision making process related to the consumer. In addition, we explain the steps, strategies, types and technological tools to carry it out.
Relación del material didáctico con la ense?anza de ciencia y tecnología
Angarita-Velandia,Maria Aidé; Duarte,Julio Enrique; Fernández-Morales,Flavio Humberto;
Educación y Educadores , 2008,
Abstract: educating proficient users of technology who are capable of making the right decisions on scientific advances that have an impact on society requires teaching strategies that are appropriate for the study of scientific and technological concepts and their applications. this study examines at the impact of using innovative educational material in the classroom to improve the teaching-learning process for certain scientific and technological concepts associated with energy. five schools in the city of duitama ( colombia ) were selected for the pilot tests. the sample included 450 students in elementary grades three to five and 17 teachers. a class plan was developed based on the use of teaching aids. the first point involved a theoretical explanation of the concept to be studied and its application, followed by an explanation of the prototype to be used, indicating its care and possible management, as well as its relationship to the theoretical concepts imparted earlier. interestingly, before the material was applied, less than 20% of the students correctly identified the scientific and technological concepts, as opposed to 60% after the activity. as to the teachers, although they all use traditional aids, such as posters, guides, books and the computer, none of them use material specifically designed to impart technological concepts.
Relación del material didáctico con la ense anza de ciencia y tecnología Rela o do material didático com o ensino de ciência e tecnologia The Relationship Between Educational Material and the Teaching of Science and Technology
Maria Aidé Angarita-Velandia,Julio Enrique Duarte,Flavio Humberto Fernández-Morales
Educación y Educadores , 2008,
Abstract: La formación de usuarios cultos de tecnología, capaces de tomar decisiones adecuadas con respecto a los avances científicos que impactan a la sociedad, implica el empleo de estrategias pedagógicas adecuadas al estudio de los conceptos científicos y tecnológicos, y sus aplicaciones. En este trabajo se reporta el impacto causado con la utilización de material didáctico innovador en el aula, con el fin de mejorar el proceso ense anza-aprendizaje de algunos conceptos científicos y tecnológicos relacionados con la energía. Para las pruebas piloto se escogieron cinco instituciones educativas de la ciudad de Duitama (Colombia), y se trabajó con 450 ni os de los grados tercero a quinto de educación básica y 17 docentes. Previa utilización de las ayudas didácticas, se desarrolló un plan de clase, cuyo primer punto consistía en la explicación teórica del concepto que se iba a estudiar y su aplicación, para luego explicar el prototipo que se utilizaría, indicando los cuidados y las posibilidades de su manejo, así como su relación con los conceptos teóricos impartidos previamente. Es interesante observar que antes de utilizar el material, menos del 20% de los estudiantes identificaron correctamente los conceptos de ciencia y tecnología, y más del 60% de ellos lo hicieron en forma apropiada después de la actividad. En cuanto a los profesores, se pudo notar que si bien es cierto todos utilizan ayudas tradicionales, como carteles, guías, libros y el computador, ninguno emplea material específicamente dise ado para impartir los conceptos tecnológicos. A forma o de usuários cultos na tecnologia, capazes de tomar uma decis o adequada com respeito aos progressos da ciência que impactam a sociedade, involucra a utiliza o de estratégias pedagógicas apropriadas ao estudo dos conceitos científicos e tecnológicos, e suas aplica es. Neste artigo e reportado o efeito da utiliza o de material didático inovador na aula para melhorar o processo ensino-aprendizagem de alguns conceitos científicos e tecnológicos relacionados com a energia. Para aplicar as provas piloto foram escolhidas cinco instituic es educativas da cidade de Duitama (Col mbia) e trabalhamos com 450 meninos dos graus terceiro a quinto da educa o básica e 17 docentes. Antes de usar as ajudas didáticas, foi desenvolvido um plano de aula, cujo primeiro ponto era a explica o teórica do conceito em estudo e sua aplica o; depois era explicado o protótipo que se estudaria, sinalando os cuidados e suas possibilidades de uso, assim como sua rela o com os conceitos teóricos aprendidos previamente. Antes de utilizar o
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