RESEARCH, BUT HOW TO RESEARCH?

THE CASE OF SANTO AGOSTINHO PROJECT AND THE CHALLENGES FOR EJA CONSULTORIA

Authors

  • Willer Ferreira Neves
  • Diana Lucia Teixeira de Carvalho Universidade Federal da Paraíba

DOI:

https://doi.org/10.22478/ufpb.2238-104X.2022v12n1.59612

Abstract

Context: The Junior Management Company (EJA Consultoria) was challenged to carry out marketing research for the company Santo Agostinho, but its members face problems related to the possibility of carrying out this project.  However, marketing research is the service most performed by EJA, and Santo Agostinho is an important company to have in its portfolio.  In this context, the dilemma arises about the execution of Santo Agostinho's marketing research project. Objective: The main purpose of this case is to generate reflections about the complexity in the elaboration, execution and management of marketing research projects. Data Sources: Semi-structured interviews with the Junior Management Company (EJA Consultoria) team that negotiated the project, as well as the other two team members who structured the project and were responsible for its execution.  Some informal conversations with the interviewees and participant observation by the author of the work at the time of the Santo Agostinho project complemented the data obtained from the interviews, in addition to the analysis of documents with records on the project specifications. Application: We suggest that the case be used in the discipline of Marketing Management, Marketing Research or Market and Opinion Research, in undergraduate and graduate courses in Administration.

 Keywords: Marketing;  Marketing research;  Decision making.

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Author Biography

Diana Lucia Teixeira de Carvalho, Universidade Federal da Paraíba

Professora adjunta da Universidade Federal da Paraíba - Departamento de Administração. Doutora e mestre em Administração (PPGA/UFPB), com ênfase em Marketing e Sociedade. Áreas de interesse: Administração, marketing e sociedade, comportamento do consumidor, métodos quantitativos e qualitativos.

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Published

2021-09-09

How to Cite

Ferreira Neves, W., & Teixeira de Carvalho, D. L. (2021). RESEARCH, BUT HOW TO RESEARCH? : THE CASE OF SANTO AGOSTINHO PROJECT AND THE CHALLENGES FOR EJA CONSULTORIA. Theory and Practice in Administration - TPA, 12(1). https://doi.org/10.22478/ufpb.2238-104X.2022v12n1.59612

Issue

Vol. 12 No. 1 (2022): Jan/Jun - Rolling pass

Section

Caso para Ensino (Teaching Case)

License

Autores mantêm, irrestritamente, o copyright e os direitos autorais, e concedem à revista Teoria e Prática em Administração (TPA) o direito à primeira publicação, com o trabalho simultaneamente licenciado sob a Licença Creative Commons Attribution CC BY que permite o compartilhamento da obra com o reconhecimento da autoria e publicação inicial nesta revista.