Consumo de filmes em cinema no Brasil: configurações e preferências do espectador

Detalhes bibliográficos
Autor(a) principal: Carneiro, Jailson Santana
Data de Publicação: 2018
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da UFPB
Texto Completo: https://repositorio.ufpb.br/jspui/handle/123456789/12943
Resumo: This dissertation had as main subject the consumption of films in cinema in Brazil from the perspective of marketing. Therefore, some points were considered, for example, the current context of big data available by organizations for information extraction and decision making. In order to obtain the best explanations for the phenomenon, in the methodological procedures, the abductive method was used. The data, of secondary origin, were obtained from the Brazilian Observatory of Cinema and Audiovisual (OCA) which provided information such as income, number of tickets sold, name of the film, etc., which were later supplemented with user and critical assessment data from the AdoroCinema website. Descriptive analyzes and cross-checks were performed using Qlik Sense software, as well as the complementation of extractions of robust correlations in R. software. In the theoretical construction, a discussion was held on the consumption of cultural goods, as well as the elaboration of a Cinema Marketing System focused on the exhibition of films. In the results, at which point we performed the empirical and theoretical confrontation, it was verified that there is a dissociation between average of the critical and average of theuser evaluations, the income obtained by the film in the aggregated data has a positive correlation with the average of the user and negative with the average of the critics, occurring variations by gender. In addition, the data confirm that the Brazilian films present lower averages than the foreign films and that despite increasing the number of national productions, the revenue received by half of the Brazilian works is very low. This work contributed to the marketing field by seeking information that may be useful to agents of the film industry, as well as the theoretical aspect with the elaboration of a marketing system. The use of secondary data associated with the abductive method shows the viability of the method in the context of big data.
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spelling Consumo de filmes em cinema no Brasil: configurações e preferências do espectadorConsumo de filmes em cinemaSistema de marketing de cinemaMétodo abdutivoData scienceFilm consumption in cinemaCinema marketing systemAbductive methodData scienceCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOThis dissertation had as main subject the consumption of films in cinema in Brazil from the perspective of marketing. Therefore, some points were considered, for example, the current context of big data available by organizations for information extraction and decision making. In order to obtain the best explanations for the phenomenon, in the methodological procedures, the abductive method was used. The data, of secondary origin, were obtained from the Brazilian Observatory of Cinema and Audiovisual (OCA) which provided information such as income, number of tickets sold, name of the film, etc., which were later supplemented with user and critical assessment data from the AdoroCinema website. Descriptive analyzes and cross-checks were performed using Qlik Sense software, as well as the complementation of extractions of robust correlations in R. software. In the theoretical construction, a discussion was held on the consumption of cultural goods, as well as the elaboration of a Cinema Marketing System focused on the exhibition of films. In the results, at which point we performed the empirical and theoretical confrontation, it was verified that there is a dissociation between average of the critical and average of theuser evaluations, the income obtained by the film in the aggregated data has a positive correlation with the average of the user and negative with the average of the critics, occurring variations by gender. In addition, the data confirm that the Brazilian films present lower averages than the foreign films and that despite increasing the number of national productions, the revenue received by half of the Brazilian works is very low. This work contributed to the marketing field by seeking information that may be useful to agents of the film industry, as well as the theoretical aspect with the elaboration of a marketing system. The use of secondary data associated with the abductive method shows the viability of the method in the context of big data.Conselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPqEsta dissertação teve como tema principal o consumo de filmes em cinema no Brasil sob a ótica do marketing. Para isso, considerou-se alguns pontos como, por exemplo, o atual contexto de massas de dados disponíveis por organizações para a extração de informações e a tomada de decisão. Buscando conseguir as melhores explicações para o fenômeno, nos procedimentos metodológicos, utilizou-se o método abdutivo. Os dados, de origem secundária, foram obtidos do Observatório Brasileiro do Cinema e do Audiovisual (OCA) e continham informações como renda, número de ingressos vendidos, nome do filme etc. Posteriormente, houve uma complementação com dados da avaliação de usuários e da crítica, provenientes do site AdoroCinema. Foram realizadas análises descritivas e cruzamentos por meio do software Qlik Sense além da complementação de extrações de correlações robustas no software R. Na construção teórica, foi realizada uma discussão sobre consumo de bens culturais, além da elaboração de um Sistema de Marketing de Cinema com foco na Exibição de filmes. Nos resultados, momento o qual realizamos o confronto empírico e teórico, verificou-se que as médias das avaliações da crítica e do usuário apresentam dissociação entre si e que, a renda obtida pelo filme nos dados agregados tem correlação positiva com a média do usuário e negativa com a média da crítica, ocorrendo variações por gênero. Ademais, os dados confirmam que os filmes brasileiros apresentam médias inferiores aos filmes estrangeiros e que apesar de crescente o número de produções nacionais, a receita auferida por metade das obras brasileiras é muito baixa. O trabalho contribuiu para o campo de marketing ao buscar informações que podem ser úteis aos agentes da indústria cinematográfica, além do aspecto teórico com a elaboração de um sistema de marketing. O uso de dados secundários associado ao método abdutivo mostra a viabilidade do método diante do contexto de massa de dados.Universidade Federal da ParaíbaBrasilAdministraçãoPrograma de Pós-Graduação em AdministraçãoUFPBCosta, Francisco José dahttp://lattes.cnpq.br/8038204590897494Carneiro, Jailson Santana2019-01-15T18:56:51Z2019-01-152019-01-15T18:56:51Z2018-02-23info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesishttps://repositorio.ufpb.br/jspui/handle/123456789/12943porAttribution-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nd/3.0/br/info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da UFPBinstname:Universidade Federal da Paraíba (UFPB)instacron:UFPB2019-01-15T20:20:25Zoai:repositorio.ufpb.br:123456789/12943Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufpb.br/PUBhttp://tede.biblioteca.ufpb.br:8080/oai/requestdiretoria@ufpb.br|| diretoria@ufpb.bropendoar:2019-01-15T20:20:25Biblioteca Digital de Teses e Dissertações da UFPB - Universidade Federal da Paraíba (UFPB)false
dc.title.none.fl_str_mv Consumo de filmes em cinema no Brasil: configurações e preferências do espectador
title Consumo de filmes em cinema no Brasil: configurações e preferências do espectador
spellingShingle Consumo de filmes em cinema no Brasil: configurações e preferências do espectador
Carneiro, Jailson Santana
Consumo de filmes em cinema
Sistema de marketing de cinema
Método abdutivo
Data science
Film consumption in cinema
Cinema marketing system
Abductive method
Data science
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
title_short Consumo de filmes em cinema no Brasil: configurações e preferências do espectador
title_full Consumo de filmes em cinema no Brasil: configurações e preferências do espectador
title_fullStr Consumo de filmes em cinema no Brasil: configurações e preferências do espectador
title_full_unstemmed Consumo de filmes em cinema no Brasil: configurações e preferências do espectador
title_sort Consumo de filmes em cinema no Brasil: configurações e preferências do espectador
author Carneiro, Jailson Santana
author_facet Carneiro, Jailson Santana
author_role author
dc.contributor.none.fl_str_mv Costa, Francisco José da
http://lattes.cnpq.br/8038204590897494
dc.contributor.author.fl_str_mv Carneiro, Jailson Santana
dc.subject.por.fl_str_mv Consumo de filmes em cinema
Sistema de marketing de cinema
Método abdutivo
Data science
Film consumption in cinema
Cinema marketing system
Abductive method
Data science
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
topic Consumo de filmes em cinema
Sistema de marketing de cinema
Método abdutivo
Data science
Film consumption in cinema
Cinema marketing system
Abductive method
Data science
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
description This dissertation had as main subject the consumption of films in cinema in Brazil from the perspective of marketing. Therefore, some points were considered, for example, the current context of big data available by organizations for information extraction and decision making. In order to obtain the best explanations for the phenomenon, in the methodological procedures, the abductive method was used. The data, of secondary origin, were obtained from the Brazilian Observatory of Cinema and Audiovisual (OCA) which provided information such as income, number of tickets sold, name of the film, etc., which were later supplemented with user and critical assessment data from the AdoroCinema website. Descriptive analyzes and cross-checks were performed using Qlik Sense software, as well as the complementation of extractions of robust correlations in R. software. In the theoretical construction, a discussion was held on the consumption of cultural goods, as well as the elaboration of a Cinema Marketing System focused on the exhibition of films. In the results, at which point we performed the empirical and theoretical confrontation, it was verified that there is a dissociation between average of the critical and average of theuser evaluations, the income obtained by the film in the aggregated data has a positive correlation with the average of the user and negative with the average of the critics, occurring variations by gender. In addition, the data confirm that the Brazilian films present lower averages than the foreign films and that despite increasing the number of national productions, the revenue received by half of the Brazilian works is very low. This work contributed to the marketing field by seeking information that may be useful to agents of the film industry, as well as the theoretical aspect with the elaboration of a marketing system. The use of secondary data associated with the abductive method shows the viability of the method in the context of big data.
publishDate 2018
dc.date.none.fl_str_mv 2018-02-23
2019-01-15T18:56:51Z
2019-01-15
2019-01-15T18:56:51Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://repositorio.ufpb.br/jspui/handle/123456789/12943
url https://repositorio.ufpb.br/jspui/handle/123456789/12943
dc.language.iso.fl_str_mv por
language por
dc.rights.driver.fl_str_mv Attribution-NoDerivs 3.0 Brazil
http://creativecommons.org/licenses/by-nd/3.0/br/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution-NoDerivs 3.0 Brazil
http://creativecommons.org/licenses/by-nd/3.0/br/
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv Universidade Federal da Paraíba
Brasil
Administração
Programa de Pós-Graduação em Administração
UFPB
publisher.none.fl_str_mv Universidade Federal da Paraíba
Brasil
Administração
Programa de Pós-Graduação em Administração
UFPB
dc.source.none.fl_str_mv reponame:Biblioteca Digital de Teses e Dissertações da UFPB
instname:Universidade Federal da Paraíba (UFPB)
instacron:UFPB
instname_str Universidade Federal da Paraíba (UFPB)
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institution UFPB
reponame_str Biblioteca Digital de Teses e Dissertações da UFPB
collection Biblioteca Digital de Teses e Dissertações da UFPB
repository.name.fl_str_mv Biblioteca Digital de Teses e Dissertações da UFPB - Universidade Federal da Paraíba (UFPB)
repository.mail.fl_str_mv diretoria@ufpb.br|| diretoria@ufpb.br
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