ESTRATEGIAS METODOLóGICAS PARA EL ANáLISIS DE DATOS TEXTUALES: APLICACIONES EN PSICOLOGíA DEL CONSUMIDOR

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.