![\"Kamakura\"](\"https:\/\/semead.com.br\/17\/wp-content\/uploads\/sites\/3\/2014\/09\/Kamakura.jpg\")
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Wagner A. Kamakura\u00a0is the Jesse H. Jones Professor of Marketing at the Jones Graduate School of Business, Rice University. Prior to joining the Jones school, he taught at Duke University, University of Iowa, University of Pittsburgh and Vanderbilt University. Before joining academia, he has worked in market analysis, forecasting and planning at Duratex S.A. and Massey-Ferguson of Brazil. He has also been a visiting scholar to Australia, Brazil, China, Singapore, South Korea and Spain, where he lectures either English, Portuguese or Spanish.<\/p>\n
Professor Kamakura holds a\u00a0Doctor Honoris Causa<\/em>\u00a0from Universidad de Granada, a PhD in Marketing from the University of Texas at Austin, a MS in Industrial Engineering from Universidade de S\u00e3o Paulo (Brazil), an EMBA from Funda\u00e7\u00e3o Get\u00falio Vargas (Brazil) and a BS in Mechanical Engineering from Instituto Tecnol\u00f3gico de Aeron\u00e1utica – ITA (Brazil).<\/p>\n He has co-authored\u00a0Estratifica\u00e7\u00e3o Socioeconomica e Consumo no Brasil and Market Segmentation: Conceptual and Methodological Foundations<\/em>, as well as close to a hundred articles in the leading academic journals in Marketing as well as other disciplines. His publications have received best-paper awards from the\u00a0International Journal of Marketing Research, Journal of Marketing<\/em>\u00a0Research andJournal of Retailing<\/em>.<\/p>\n Professor Kamakura has served as the Editor of the\u00a0Journal of Marketing Research<\/em>, Area Editor ofMarketing Science<\/em>\u00a0and Associate Editor of the\u00a0Journal of Consumer Research<\/em>. He is currently a member of the editorial boards of the\u00a0International Journal of Research in Marketing, Journal of Business Research, Journal of Marketing Research, Journal of Retailing and Marketing Science<\/em>. His current research interests focus on marketing analytics, consumption and time-use analysis, efficiency analysis, customer relationship management, market segmentation and market structure.<\/p>\n Resumo da palestra: <\/strong>Uma queixa frequente de pesquisadores na \u00e1rea de administra\u00e7\u00e3o de empresas, principalmente de jovens localizados fora de grandes centros comerciais, \u00e9 o dif\u00edcil acesso a dados reais de empresas e consumidores.\u00a0 Esse dif\u00edcil acesso \u00e9 frequentemente utilizado como desculpa para a utiliza\u00e7\u00e3o de alunos em experimentos, e para justificar estudos \u2018te\u00f3ricos\u2019 ou \u2018normativos.\u2019\u00a0 O meu prop\u00f3sito nessa palestra \u00e9 advogar o uso de dados secund\u00e1rios, e da Internet como uma alternativa barata (ou at\u00e9 mesmo gratuita) ao laborat\u00f3rio de pesquisas.\u00a0 Para tanto, \u00e9 preciso uma mudan\u00e7a de orienta\u00e7\u00e3o, focada na solu\u00e7\u00e3o de problemas enfrentados pela mercado e a sociedade, ao inv\u00e9s da teoria ou metodologia de interesse do pesquisador. Em outras palavras, o enfoque deve ser na procura de uma melhor solu\u00e7\u00e3o para problemas importantes da sociedade, e n\u00e3o na procura de problemas que se encaixem na teoria ou metodologia preferida do pesquisador.<\/p>\n Utilizando alguns dos meus recentes projetos como exemplo, tentarei demonstrar que \u00e9 relativamente f\u00e1cil encontrar problemas importantes e interessantes j\u00e1 acompanhados com dados dispon\u00edveis para a pesquisa acad\u00eamica.\u00a0 Isso desde que a motiva\u00e7\u00e3o da pesquisa seja a import\u00e2ncia dos problemas \u00e0s empresas ou \u00e0 sociedade, ao inv\u00e9s das prefer\u00eancias do pesquisador. Tamb\u00e9m discutirei como a Internet pode ser utilizada como uma rica fonte de dados secund\u00e1rios e prim\u00e1rios para a pesquisa acad\u00eamica.<\/p>\n Os exemplos que utilizarei (de publica\u00e7\u00f5es e estudos em progresso) s\u00e3o diretamente relacionados \u00e0 minha \u00e1rea de especializa\u00e7\u00e3o, mas os fundamentos te\u00f3ricos e a metodologia se aplicam a outras \u00e1reas de neg\u00f3cios.<\/p>\n \u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":" Wagner A. Kamakura\u00a0is the Jesse H. Jones Professor of Marketing at the Jones Graduate School of Business, Rice University. Prior to joining the Jones school, he taught at Duke University, University of Iowa, University of Pittsburgh and Vanderbilt University. Before joining academia, he has worked in market analysis, forecasting and planning at Duratex S.A. and…<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":11396,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"class_list":["post-11414","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\n