Uma abordagem diferente para análise e apresentação de dados categóricos em pesquisa de marketing

Abstract

The statistical software is evolving and adding new techniques day by day, but most books on marketing research continue to describe the same techniques for data analysis and presentation that were used long ago. The objective of this paper was to apply the techniques of choropleth mapping, word cloud and correspondence analysis to analyze and present categorical data in marketing research. To this end, a survey (application) was carried out with the intention of tracing the profile of its target audience, referring to the individual microentrepreneur in Mato Grosso, by means of a printed questionnaire delivered to the participants of the entrepreneurial circuit events, held by the Secretariat of Economic Development of the State of Mato Grosso. As a result, the choropleth mapping was found to be a useful resource to relate and present the frequencies of a specific category with the place corresponding to the information. The word clouds were a facilitator for open questions or questions with many options, and with the correspondence analysis it was possible to verify the associations between qualitative variables, highlighting the perceptual map, which allowed us to observe the relationships between the categories of the variables.