Resumo

ARBOLEDA ARANGO, ANA MARÍA; ENRIQUEZ RODRIGUEZ, DIEGO GABRIEL  e  GONZALEZ DELGADO, ALEXANDRA. The case of undergraduate students’ time management at Icesi University: a guide based on a qualitative research study. estud.gerenc. [online]. 2010, vol.26, n.114, pp.191-209. ISSN 0123-5923.

Based on time management issues, this case illustrates the structure of qualitative research. The introduction provides an example of a time management conflict. Then the brief describes the institutional concerns for understanding this issue and offering students a relevant workshop in this area. 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.

Palavras-chave : Qualitative marketing research; time management; brief; focus group; indepth interview.

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