"Do que ter aquela velha opinião formada sobre tudo" : novas perspectivas teóricas e de pesquisa em opinião pública a partir da visão do marketing
Autor(a) principal: | |
---|---|
Data de Publicação: | 2018 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da UFPB |
Texto Completo: | https://repositorio.ufpb.br/jspui/handle/123456789/15139 |
Resumo: | The purpose of this thesis is to contribute to the construction of a new perspective in Public Opinion studies, analyzing the theme from the Marketing area and anchoring it to the Big Data approach, since we believe that it is a viable and promising alternative for studies, mainly for opinion polls. To that end, we sought to answer the guiding question - "How does Marketing and technological and methodological advances, such as the development of research anchored in the Big Data approach, contribute to the understanding of Public Opinion?" – through the construction of four research objectives and structuring the thesis in six chapters - introduction, four studies and conclusion - with each of the studies being associated with a goal. In the first study, we discussed topics about Public Opinion (PO) aiming to contribute to the theoretical construction of the area, through an analysis of the literature that recovered part of the discussions about the construction of theories and the "conventional" themes of the studies in PO. From this, we propose an approximation between the areas of marketing and Public Opinion, as well as highlight the lack of elaboration of the most widely accepted theories and studies about the new perspectives from the association of PO to the approach of Big Data and Marketing, a topic on which we look further through a Systematic Review of Literature (SRL) in the second study. We investigate the recurring themes, approaches and techniques that are being developed and used. Our findings have shown that the subject is promising both from an academic and a market point of view, and that the development of data mining mechanisms and the recognition of the points of alignment between Big Data approaches and traditional surveys are presented as challenges. From this, we propose the debate about the new possibilities of knowledge about Public Opinion emerged from the last technological and methodological advances recorded in the last decades in the field of opinion research with the development of the Big Data approach in the third study. For this, we seek to update the debate from the main aspects criticized by Bourdieu (1973) in his seminal discourse "Public Opinion Does not Exist". We reflect on the arguments raised and consider that biases and questions of traditional research can be solved by research based on the Big Data approach. From the propositions of the thesis, we construct a theoretical framework that demonstrates that Public Opinion is one of the arenas in which the influence of marketing practices can be felt in the fourth study. Thus, we understand that Reputation is an important intangible asset for organizations, a competitive differential. We also emphasize the need for the training of multidisciplinary professionals, as well as pointing out the challenges for the area of research in marketing and PO. We conclude that Marketing is an indispensable discipline for the construction and understanding of the Public Opinion and we emphasize the necessity of carrying out empirical researches. |
id |
UFPB_ad6e0b442736004db417e1fca87a9aa7 |
---|---|
oai_identifier_str |
oai:repositorio.ufpb.br:123456789/15139 |
network_acronym_str |
UFPB |
network_name_str |
Biblioteca Digital de Teses e Dissertações da UFPB |
repository_id_str |
|
spelling |
"Do que ter aquela velha opinião formada sobre tudo" : novas perspectivas teóricas e de pesquisa em opinião pública a partir da visão do marketingOpinião PúblicaMarketingBig DataPesquisa de OpiniãoPublic opinionSurvey Research.Visão do marketingCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOThe purpose of this thesis is to contribute to the construction of a new perspective in Public Opinion studies, analyzing the theme from the Marketing area and anchoring it to the Big Data approach, since we believe that it is a viable and promising alternative for studies, mainly for opinion polls. To that end, we sought to answer the guiding question - "How does Marketing and technological and methodological advances, such as the development of research anchored in the Big Data approach, contribute to the understanding of Public Opinion?" – through the construction of four research objectives and structuring the thesis in six chapters - introduction, four studies and conclusion - with each of the studies being associated with a goal. In the first study, we discussed topics about Public Opinion (PO) aiming to contribute to the theoretical construction of the area, through an analysis of the literature that recovered part of the discussions about the construction of theories and the "conventional" themes of the studies in PO. From this, we propose an approximation between the areas of marketing and Public Opinion, as well as highlight the lack of elaboration of the most widely accepted theories and studies about the new perspectives from the association of PO to the approach of Big Data and Marketing, a topic on which we look further through a Systematic Review of Literature (SRL) in the second study. We investigate the recurring themes, approaches and techniques that are being developed and used. Our findings have shown that the subject is promising both from an academic and a market point of view, and that the development of data mining mechanisms and the recognition of the points of alignment between Big Data approaches and traditional surveys are presented as challenges. From this, we propose the debate about the new possibilities of knowledge about Public Opinion emerged from the last technological and methodological advances recorded in the last decades in the field of opinion research with the development of the Big Data approach in the third study. For this, we seek to update the debate from the main aspects criticized by Bourdieu (1973) in his seminal discourse "Public Opinion Does not Exist". We reflect on the arguments raised and consider that biases and questions of traditional research can be solved by research based on the Big Data approach. From the propositions of the thesis, we construct a theoretical framework that demonstrates that Public Opinion is one of the arenas in which the influence of marketing practices can be felt in the fourth study. Thus, we understand that Reputation is an important intangible asset for organizations, a competitive differential. We also emphasize the need for the training of multidisciplinary professionals, as well as pointing out the challenges for the area of research in marketing and PO. We conclude that Marketing is an indispensable discipline for the construction and understanding of the Public Opinion and we emphasize the necessity of carrying out empirical researches.NenhumaO propósito desta tese é contribuir para a construção de uma nova perspectiva nos estudos de Opinião Pública, analisando a temática a partir da área de Marketing e ancorando-a na abordagem de Big Data, por entendermos que se trata de uma alternativa viável e promissora para os estudos, principalmente, para as pesquisas de opinião. Para tanto, buscamos responder à seguinte questão norteadora: “Como o Marketing e os avanços tecnológicos e metodológicos, como o desenvolvimento da pesquisa ancorada na abordagem de Big Data, contribuem para a compreensão da Opinião Pública? ”, através da construção de quatro objetivos de pesquisa e estruturando a tese em seis capítulos – introdução, quatro estudos e conclusão – sendo que cada um dos estudos está associado a um objetivo. No primeiro estudo, abordamos tópicos sobre a Opinião Pública (OP) visando contribuir com a construção teórica da área, através de uma análise da literatura que recuperou parte das discussões relativas à construção das teorias e dos temas “convencionais” dos estudos em OP. A partir disto, propomos uma aproximação entre as áreas de marketing e Opinião Pública, bem como destacamos a carência da elaboração de teorias mais amplamente aceitas e de estudos sobre as novas perspectivas a partir da associação da OP à abordagem de Big Data e ao Marketing, tema sobre o qual nos aprofundamos através de uma Revisão Sistemática de Literatura (RSL) no segundo estudo. Investigamos quais as temáticas recorrentes, abordagens e técnicas que estão sendo desenvolvidas e utilizadas. Nossos achados demonstraram que o tema é promissor tanto do ponto de vista acadêmico, como mercadológico e que o desenvolvimento de mecanismos de mineração de dados e o reconhecimento dos pontos de alinhamento entre as pesquisas com abordagem em Big Data e as surveys tradicionais se colocam como desafios. A partir disto, propomos o debate sobre as novas possibilidades de conhecimento acerca da Opinião Pública emergidas a partir dos últimos avanços tecnológicos e metodológicos registrados nas últimas décadas na área de pesquisa de opinião com o desenvolvimento da abordagem de Big Data no terceiro estudo. Para isso, buscamos atualizar o debate a partir dos principais aspectos criticados por Bourdieu (1973) em seu discurso seminal “A Opinião Pública não existe”. Refletimos sobre os argumentos levantados e consideramos que vieses e questões da pesquisa tradicional podem ser solucionados pelas pesquisas baseadas na abordagem de Big Data. A partir das proposições da tese, construímos um arcabouço teórico que demonstra que a Opinião Pública é uma das arenas em que a influência das práticas do marketing pode ser sentida no quarto estudo. Assim, entendemos que a Reputação se configura como um importante ativo intangível para as organizações, um diferencial competitivo. Destacamos ainda a necessidade da formação de profissionais multidisciplinares, assim como apontamos os desafios existentes para a área de pesquisa em marketing e OP. Concluímos que o Marketing é uma disciplina indispensável para a construção e compreensão da Opinião Pública e destacamos a necessidade da realização de pesquisas empíricas.Universidade Federal da ParaíbaBrasilAdministraçãoPrograma de Pós-Graduação em AdministraçãoUFPBCosta , Francisco José dahttp://lattes.cnpq.br/8038204590897494Silva , Patrícia Karla de Mesquita2019-07-23T14:58:23Z2019-02-122019-07-23T14:58:23Z2018-12-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesishttps://repositorio.ufpb.br/jspui/handle/123456789/15139porAttribution-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:UFPB2019-07-23T14:58:23Zoai:repositorio.ufpb.br:123456789/15139Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufpb.br/PUBhttp://tede.biblioteca.ufpb.br:8080/oai/requestdiretoria@ufpb.br|| diretoria@ufpb.bropendoar:2019-07-23T14:58:23Biblioteca Digital de Teses e Dissertações da UFPB - Universidade Federal da Paraíba (UFPB)false |
dc.title.none.fl_str_mv |
"Do que ter aquela velha opinião formada sobre tudo" : novas perspectivas teóricas e de pesquisa em opinião pública a partir da visão do marketing |
title |
"Do que ter aquela velha opinião formada sobre tudo" : novas perspectivas teóricas e de pesquisa em opinião pública a partir da visão do marketing |
spellingShingle |
"Do que ter aquela velha opinião formada sobre tudo" : novas perspectivas teóricas e de pesquisa em opinião pública a partir da visão do marketing Silva , Patrícia Karla de Mesquita Opinião Pública Marketing Big Data Pesquisa de Opinião Public opinion Survey Research. Visão do marketing CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
"Do que ter aquela velha opinião formada sobre tudo" : novas perspectivas teóricas e de pesquisa em opinião pública a partir da visão do marketing |
title_full |
"Do que ter aquela velha opinião formada sobre tudo" : novas perspectivas teóricas e de pesquisa em opinião pública a partir da visão do marketing |
title_fullStr |
"Do que ter aquela velha opinião formada sobre tudo" : novas perspectivas teóricas e de pesquisa em opinião pública a partir da visão do marketing |
title_full_unstemmed |
"Do que ter aquela velha opinião formada sobre tudo" : novas perspectivas teóricas e de pesquisa em opinião pública a partir da visão do marketing |
title_sort |
"Do que ter aquela velha opinião formada sobre tudo" : novas perspectivas teóricas e de pesquisa em opinião pública a partir da visão do marketing |
author |
Silva , Patrícia Karla de Mesquita |
author_facet |
Silva , Patrícia Karla de Mesquita |
author_role |
author |
dc.contributor.none.fl_str_mv |
Costa , Francisco José da http://lattes.cnpq.br/8038204590897494 |
dc.contributor.author.fl_str_mv |
Silva , Patrícia Karla de Mesquita |
dc.subject.por.fl_str_mv |
Opinião Pública Marketing Big Data Pesquisa de Opinião Public opinion Survey Research. Visão do marketing CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
topic |
Opinião Pública Marketing Big Data Pesquisa de Opinião Public opinion Survey Research. Visão do marketing CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
The purpose of this thesis is to contribute to the construction of a new perspective in Public Opinion studies, analyzing the theme from the Marketing area and anchoring it to the Big Data approach, since we believe that it is a viable and promising alternative for studies, mainly for opinion polls. To that end, we sought to answer the guiding question - "How does Marketing and technological and methodological advances, such as the development of research anchored in the Big Data approach, contribute to the understanding of Public Opinion?" – through the construction of four research objectives and structuring the thesis in six chapters - introduction, four studies and conclusion - with each of the studies being associated with a goal. In the first study, we discussed topics about Public Opinion (PO) aiming to contribute to the theoretical construction of the area, through an analysis of the literature that recovered part of the discussions about the construction of theories and the "conventional" themes of the studies in PO. From this, we propose an approximation between the areas of marketing and Public Opinion, as well as highlight the lack of elaboration of the most widely accepted theories and studies about the new perspectives from the association of PO to the approach of Big Data and Marketing, a topic on which we look further through a Systematic Review of Literature (SRL) in the second study. We investigate the recurring themes, approaches and techniques that are being developed and used. Our findings have shown that the subject is promising both from an academic and a market point of view, and that the development of data mining mechanisms and the recognition of the points of alignment between Big Data approaches and traditional surveys are presented as challenges. From this, we propose the debate about the new possibilities of knowledge about Public Opinion emerged from the last technological and methodological advances recorded in the last decades in the field of opinion research with the development of the Big Data approach in the third study. For this, we seek to update the debate from the main aspects criticized by Bourdieu (1973) in his seminal discourse "Public Opinion Does not Exist". We reflect on the arguments raised and consider that biases and questions of traditional research can be solved by research based on the Big Data approach. From the propositions of the thesis, we construct a theoretical framework that demonstrates that Public Opinion is one of the arenas in which the influence of marketing practices can be felt in the fourth study. Thus, we understand that Reputation is an important intangible asset for organizations, a competitive differential. We also emphasize the need for the training of multidisciplinary professionals, as well as pointing out the challenges for the area of research in marketing and PO. We conclude that Marketing is an indispensable discipline for the construction and understanding of the Public Opinion and we emphasize the necessity of carrying out empirical researches. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-12-10 2019-07-23T14:58:23Z 2019-02-12 2019-07-23T14:58:23Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
format |
doctoralThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://repositorio.ufpb.br/jspui/handle/123456789/15139 |
url |
https://repositorio.ufpb.br/jspui/handle/123456789/15139 |
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) |
instacron_str |
UFPB |
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 |
_version_ |
1801842951730495488 |