#Step @by #Step: recommendations for the development of high quality online research

Authors

  • Otávio Bandeira De Lamônica Freire Universidade Nove de Julho/UNINOVE Universidade de São Paulo/USP
  • Diego dos Santos Vega Senise Universidade de São Paulo/USP
  • Walney Barbosa dos Reis Universidade de São Paulo/USP
  • Heder Seiti Ono Universidade de São Paulo/USP

DOI:

https://doi.org/10.20397/2177-6652/2017.v17i3.1206

Keywords:

pesquisa online, amostragem online, qualidade de dados, design de questionários.

Abstract

O presente estudo tem como objetivo discutir e apresentar as principais premissas para garantir a qualidade de pesquisas online. O método utilizado foi a revisão do estado da arte da literatura internacional acerca do tema. As principais conclusões apontam para um conjunto de prós e contras em relação às coletas off-line, demonstrando não haver superioridade de nenhuma das duas técnicas. Os principais aprendizados e melhores práticas são apresentados nas seguintes categorias: concepção da pesquisa, representatividade das amostras, design de questionários e qualidade dos dados.

Author Biographies

Otávio Bandeira De Lamônica Freire, Universidade Nove de Julho/UNINOVE Universidade de São Paulo/USP

Professor da Linha de Marketing do Programa de Pós-Graduação em Administração da Universidade Nove de Julho - PPGA/UNINOVE

Professor Doutor MS3 do Curso de Marketing da Escola de Artes, Ciências e Humanidades - EACH/USP e do Programa de Pós-Graduação em Comunicação da Escola de Comunicações e Artes da Universidade de São Paulo - PPGCOM-ECA/USP

Editor-Chefe da Revista Brasileira de Marketing - ReMARK

Diretor e Cofounder da ILUMEO MKT & COM

Diego dos Santos Vega Senise, Universidade de São Paulo/USP

Doutorando e Mestre em Comunicação pela Escola de Comunicações e Artes da Universidade de São Paulo - ECA/USP

Diretor e Cofounder da ILUMEO MKT & COM

Walney Barbosa dos Reis, Universidade de São Paulo/USP

Bacharel em Marketing pela Escola de Artes, Ciências e Humanidades da Universidade de São Paulo - EACH/USP

Consultor de Data Sciente e Pesquisa de Marketing da Accenture

Heder Seiti Ono, Universidade de São Paulo/USP

Bacharel em Marketing pela Escola de Artes, Ciências e Humanidades da Universidade de São Paulo - EACH/USP

Coordenador Comercial na ILUMEO MKT & COM

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Published

2017-12-01

How to Cite

Freire, O. B. D. L., Senise, D. dos S. V., Reis, W. B. dos, & Ono, H. S. (2017). #Step @by #Step: recommendations for the development of high quality online research. Journal of Management & Technology, 17(3), 10–35. https://doi.org/10.20397/2177-6652/2017.v17i3.1206

Issue

Vol. 17 No. 3 (2017): Setembro/ Dezembro

Section

ARTIGO

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