CASE STUDY. THE CASE OF UNDERGRADUATE STUDENTS' TIME MANAGEMENT AT ICESI UNIVERSITY: A GUIDE BASED ON A QUALITATIVE RESEARCH STUDY (article published in Spanish)
DOI:
https://doi.org/10.1016/S0123-5923(10)70108-XKeywords:
Qualitative marketing research, time management, brief, focus group, in-depth interviewAbstract
Based on time management issues, this case illustrates the structure of qualitative research. The introduction provides an example of a time management conflict and then the brief describes the institutional concerns with an understanding of this issue and offering students a relevant workshop on this subject. Next, the methodological proposal suggests a qualitative exploration and includes tools for its implementation (i.e. filter/screening, guide, consent form, and debrief). The review of this case ends with scenes gathered from a focus group for explaining the projective techniques used and for commenting on the use of active listening skills. Finally, a set of guidelines are provided for the analysis of qualitative information.
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