Qualitative research and consumer psychology: alternatives for application

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. 

Biological Basis and Clinical Application of Serum Tumor Markers

Cancer is the result of the accumulation of changes in molecules with important functions in processes such as cell proliferation, apoptosis, cell death and gene repair. Molecules, substances or altered pathways constitute tumor markers or biomarkers useful in clinical monitoring of cancer patients, because they have demonstrated to be suitable for the valuation of the patient’s treatment and it efficiency. Determination of tumor markers has not been very successful due to the low sensitivity and specificity of the techniques used and the requirement of large volumes of biological samples or the use of invasive methods for collecting them. The serum tumor markers arise, as a useful tool to obtain information about the disease progress and constitute as a scientific challenge to improve its applicability in early diagnosis, prognosis, monitoring of the disease and evaluation of therapeutic efficacy.