In this article, the authors elaborated an inventory of basic methodologic characteristics of the scientific production of the marketing area in Brazil, in the years 90 (until 1998). This scientific production is available in the periodics Revista de Administração de Empresas da Fundação Getúlio Vargas (RAE) and Revista de Administração da Universidade de São Paulo (RAUSP), and in the anuals of Encontros Anuais da Associação Nacional dos Programas de Pós-Graduação em Administração (ENANPAD). From 217 identified articles, 134 have been analised, because the remainder 83 refered to conceptual dimensions or reviews. From the 134 articles, 55 have an exploratory view (41%), 71 have a descriptive nature (53%) and only 8 explore the casual relations (6%). In the article they are analised yet the methodolical characteristics such as: presentation and significance of the research question, research design, the kind of colected data, validity, as well as mention to limitations and recomendations for future researchs.
marketing; marketing research; scientific research methodology
