{"id":54223,"date":"2018-02-19T06:30:40","date_gmt":"2018-02-19T14:30:40","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=54223"},"modified":"2023-04-20T12:57:56","modified_gmt":"2023-04-20T12:57:56","slug":"pesquisa-qualitativa","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/pt-br\/pesquisa-qualitativa\/","title":{"rendered":"Pesquisa Qualitativa, como adotar em meu projeto"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Quer saber o que \u00e9 uma <\/span><b>Pesquisa Qualitativa<\/b><span style=\"font-weight: 400;\"> e o que deve fazer para aplic\u00e1-la na pr\u00e1tica? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Voc\u00ea sabe diferenciar uma <\/span><b>pesquisa qualitativa<\/b><span style=\"font-weight: 400;\"> de uma <\/span><b>pesquisa quantitativa<\/b><span style=\"font-weight: 400;\">? Essa s\u00e3o d\u00favidas que sempre v\u00eaem a mente de que n\u00e3o tem tanta pr\u00e1tica ou o h\u00e1bito de fazer pesquisas.<\/span><\/p>\n<h2><b>Pesquisa Qualitativa<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Na <\/span><b>Pesquisa qualitativa<\/b><span style=\"font-weight: 400;\"> o enfoque fica a cargo das quest\u00f5es relacionadas \u00e0s percep\u00e7\u00f5es do entrevistado acerca das qualidades e das emo\u00e7\u00f5es que um produto ou servi\u00e7o causam no indiv\u00edduo ao consum\u00ed-lo; no entanto, s\u00e3o atributos de valor n\u00e3o quantitativo, ou seja; que n\u00e3o podem ser metidos com n\u00fameros, mas sim com sensa\u00e7\u00f5es e emo\u00e7\u00f5es, que podem ser positivas, neutras ou negativas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Define-se como pontos a serem investigados:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sentimentos<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Emo\u00e7\u00f5es<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Percep\u00e7\u00f5es<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Rea\u00e7\u00f5es<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Comportamentos<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Inten\u00e7\u00f5es<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Dentre outras que evidenciam o sentimento de uma pessoa. Leia tamb\u00e9m:\u00a0<\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/pt-br\/tecnicas-qualitativas-de-pesquisa-de-mercado\/\" rel=\"bookmark\">T\u00e9cnicas qualitativas de pesquisa de mercado<\/a><\/p>\n<h2><b>Apresentando uma pesquisa qualitativa<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Na apresenta\u00e7\u00e3o de uma pesquisa qualitativa, uma das op\u00e7\u00f5es \u00e9 apresentar os dados levantados atrav\u00e9s de um relat\u00f3rio com a descri\u00e7\u00e3o geral da amostragem, apresentando assim um perfil descritivo da quest\u00e3o analisada e de como ela afeta o indiv\u00edduo pesquisado.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Importante ressaltar que n\u00e3o se apresenta esses valores de qualidade com nenhum recurso estat\u00edstico ou de forma tang\u00edvel em n\u00fameros e pode se aplicar essa metodologia tanto em ambientes corporativos, quanto em ambientes acad\u00eamicos.<\/span><\/p>\n<h2><b>Pesquisa qualitativa ou quantitativa, qual a melhor?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Em qualquer pesquisa que se fa\u00e7a, deve-se ter claro quais s\u00e3o os objetivos, d\u00favidas ou solu\u00e7\u00f5es que se pretende encontrar; com isso, a escolha do m\u00e9todo de pesquisa mais adequado ficar\u00e1 evidente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Na realiza\u00e7\u00e3o de um projeto de pesquisa, um dos primeiros passos \u00e9 a escolha do tema a ser investigado. A partir desta escolha definem-se todos os outros pontos do trabalho. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sabe-se que todo tema deve abordar algum tipo de problem\u00e1tica ou quest\u00e3o a ser estudada. Para isso, tamb\u00e9m \u00e9 necess\u00e1ria a defini\u00e7\u00e3o dos m\u00e9todos de abordagem ou meios a serem aplicados, al\u00e9m da metodologia do projeto, ou seja, ser\u00e1 uma pesquisa de \u00e2mbito quantitativo ou qualitativo?<\/span><\/p>\n<p>Veja isso: <a href=\"https:\/\/usqa.questionpro.com\/blog\/pt-br\/como-definir-metas-e-objetivos-em-uma-pesquisa-de-marketing\/\">Como definir metas e objetivos<\/a><\/p>\n<h2><b>Pesquisa Qualitativa \u2013 Saiba mais sobre<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A <\/span><b>pesquisa qualitativa<\/b><span style=\"font-weight: 400;\"> surgiu do desejo de se investigar o ser indiv\u00edduo ou grupo com base nas suas viv\u00eancias sociais, esse estudo toma como base e se aproxima das an\u00e1lises das ci\u00eancias sociais, que s\u00e3o elas:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Antropologia, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sociologia, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ci\u00eancia Pol\u00edtica, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Estudos da comunica\u00e7\u00e3o, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Marketing, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Administra\u00e7\u00e3o, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Arqueologia, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Geografia Humana, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Hist\u00f3ria, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ci\u00eancia da Religi\u00e3o, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Contabilidade, Economia, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Direito, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Psicologia Social, <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Filosofia Social, e Servi\u00e7o Social.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Para que assim, possa-se levantar dados que revelem como as quest\u00f5es sociais afetam o ser humano e alteram suas percep\u00e7\u00f5es e a\u00e7\u00f5es com rela\u00e7\u00e3o ao seu modo de vida na sociedade, e como suas a\u00e7\u00f5es tamb\u00e9m colaboram para as mudan\u00e7as que ocorrem em seu entorno por conta das quest\u00f5es ambientais, culturais, biol\u00f3gicas e sociais.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Refor\u00e7a-se assim a caracter\u00edstica explorat\u00f3ria da pesquisa qualitativa de compreens\u00e3o humana.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nesse m\u00e9todo de investiga\u00e7\u00e3o pode-se levantar hip\u00f3teses e sugest\u00f5es; que pode-se test\u00e1-las, utilizando para isso as diversas ferramentas de uma pesquisa qualitativa. <\/span><\/p>\n<h3><b>Teste hip\u00f3teses<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Um exemplo de hip\u00f3tese a ser testada \u00e9 a que avalia a aceita\u00e7\u00e3o de um ajuste ou modifica\u00e7\u00e3o em um produto j\u00e1 existente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Neste teste, prop\u00f5e-se analisar as atitudes e sentimentos do indiv\u00edduo com rela\u00e7\u00e3o ao novo produto, mas tamb\u00e9m deve-se analisar essas mesmas quest\u00f5es com rela\u00e7\u00e3o ao produto antigo, pois sabemos que quest\u00f5es sociais podem afetar a aceita\u00e7\u00e3o do ser humano.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Leia esse artigo: <\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/pt-br\/5-dicas-para-melhorar-sua-qualidade-de-dados\/\"><span style=\"font-weight: 400;\">qualidade de dados<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Neste caso, aplique hip\u00f3teses e perceba as rea\u00e7\u00f5es e indaga\u00e7\u00f5es dos entrevistas, quais s\u00e3o as suas maiores d\u00favidas, receios e apegos emocionais.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Caso necessite aprofundar mais a investiga\u00e7\u00e3o, pode-se utilizar a pesquisa quantitativa para levantar dados estat\u00edsticos sobre as quest\u00f5es apontadas pelos entrevistados, como:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\">\n<h4><span style=\"font-weight: 400;\">Volume de venda:<\/span><\/h4>\n<\/li>\n<li style=\"font-weight: 400;\">\n<h5>Analisar volume de venda em um determinado tempos<\/h5>\n<\/li>\n<li style=\"font-weight: 400;\">\n<h5>Analisar comportamento de compra de acordo com dados demograficos:<\/h5>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Regi\u00e3o<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Renda<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sexo\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Precifica\u00e7\u00e3o do produto<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">N\u00famero de relatos no teleatendimento ou SAC,\u00a0dentre outros.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Com isso pode-se tangibilizar o impacto de poss\u00edveis altera\u00e7\u00f5es em um determinado produto.<\/span><\/p>\n<h2><b>Suas vantagens<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Com a pesquisa qualitativa, pode-se:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Explorar reflex\u00f5es sobre os dados obtidos.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Abordar quest\u00f5es sociais e emocionais.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Aprender com os relatos dos entrevistados.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Entender os detalhes da investiga\u00e7\u00e3o.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">F\u00f3rmular e testar hip\u00f3teses.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Comparar dados.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Criar rela\u00e7\u00e3o pr\u00f3xima ao entrevistado.<\/span><\/li>\n<\/ul>\n<h2><b>Seus formatos<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Existe uma gama consider\u00e1vel de formatos para se levantar dados em uma pesquisa qualitativa:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Entrevista pessoal<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Entrevista em grupo<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pesquisa de opini\u00e3o<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Observa\u00e7\u00e3o<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pesquisa online<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pesquisa offline<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Em todos os formatos \u00e9 poss\u00edvel coletar dados e relatos emocionais dos entrevistados, escolha a sua. Veja tamb\u00e9m:\u00a0<\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/pt-br\/pesquisa-de-mercado-qualitativa\/\" rel=\"bookmark\">Pesquisa de mercado qualitativa para expandir seus neg\u00f3cios<\/a><\/p>\n<p><span style=\"font-weight: 400;\">Na plataforma da QuestionPro voc\u00ea encontra os melhores recursos para aplicar a sua pesquisa qualitativa e muito mais.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para agilizar seu processo de trabalho e para que tenha recursos que enriquecem seu projeto de pesquisa, utilize uma plataforma online de pesquisa, te convido \u00e0 conhecer \u00e0<\/span><a href=\"https:\/\/www.questionpro.com\/pt-br\/\"> <span style=\"font-weight: 400;\">Questionpro<\/span><\/a><span style=\"font-weight: 400;\">, uma solu\u00e7\u00e3o completa em pesquisa e intelig\u00eancia de mercado.<\/span><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=EPKW5TZxSIk\">https:\/\/www.youtube.com\/watch?v=EPKW5TZxSIk<\/a><\/p>\n<p><span style=\"font-weight: 400;\">Siga-nos nas redes sociais e receba sempre dicas e novidades:<\/span><a href=\"https:\/\/www.facebook.com\/QuestionPro.Pesquisas.Online\/\"><span style=\"font-weight: 400;\"> Facebook<\/span><\/a><span style=\"font-weight: 400;\">,<\/span><a href=\"https:\/\/twitter.com\/QuestionProBr\"><span style=\"font-weight: 400;\"> Twitter<\/span><\/a><span style=\"font-weight: 400;\">,<\/span><a href=\"https:\/\/www.linkedin.com\/company\/questionpro-br\/\"><span style=\"font-weight: 400;\"> Linkedin<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quer saber o que \u00e9 uma Pesquisa Qualitativa e o que deve fazer para aplic\u00e1-la na pr\u00e1tica? Voc\u00ea sabe diferenciar [&hellip;]<\/p>\n","protected":false},"author":38,"featured_media":66198,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[243,223],"tags":[],"class_list":{"0":"post-54223","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-pesquisa-de-mercado","8":"category-pesquisa-online","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>pesquisa qualitativa -como-adotar-em-meu-projeto<\/title>\n<meta name=\"description\" content=\"A pesquisa qualitativa investiga o ser humano indiv\u00edduo ou grupo, de acordo com as 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