SEARCH TRENDS: CLASSIFICATION AND RESEARCH AGENDA: CLASSIFICAÇÃO E AGENDA DE PESQUISA

Carlos Takahashi; Júlio  César Bastos de Figueiredo; Eusebio  Scornavacca

Autores

Carlos Takahashi ESPM https://orcid.org/0000-0002-3797-463X
Júlio César Bastos de Figueiredo ESPM https://orcid.org/0000-0001-7359-9411
Eusebio Scornavacca Arizona State University https://orcid.org/0000-0001-5289-1325

Resumo

Este estudo tem como objetivo fornecer uma análise do papel e do potencial do Search Trends como fonte de dados. Usando uma análise bibliométrica identificamos três clusters principais onde os dados das Search Trends demonstraram eficácia: previsão da procura turística, análise do comportamento público durante crises como a pandemia da COVID-19 e análise de mercado. A natureza em tempo real da fonte de dados e a capacidade de capturar o sentimento das massas tornaram-na indispensável nesses clusters. No entanto, limitações como a fiabilidade dos dados e potenciais vieses exigem uma interpretação cautelosa. O estudo também traça uma agenda de pesquisa futura, destacando caminhos promissores em análise comportamental, avaliação de previsões, análise de mercado e pesquisa boca a boca.

Biografia do Autor

Carlos Takahashi, ESPM

Coordenador da área de Customer Data no Sebrae-SP e doutor pela Escola Superior de Propaganda e Marketing (ESPM). Possui mestrado em Administração de Empresas pelo Instituto de Ensino e Pesquisa (Insper). Seus interesses de pesquisa incluem Difusão de Inovação, Inovação Empresarial, Inteligência Artificial, Tecnologia e Gestão da Inovação.

Júlio César Bastos de Figueiredo , ESPM

Professor Titular do Programa de Mestrado e Doutorado em Administração da ESPM. Diretor de Educação Executiva da ESPM. Professor do Departamento de Administração da Produção e de Operações da Escola de Administração de São Paulo da Fundação Getúlio Vargas (FGV/EAESP). Pesquisador do Centro de Inovação da FGV-EAESP (FGVIn). Ex-vice-presidente da Sociedade Brasileira de Dinâmica de Sistemas, capítulo brasileiro da System Dynamics Society. Suas pesquisas tratam do estudo e aplicação de técnicas de modelagem matemática e simulação computacional no desenvolvimento de modelos voltados para a compreensão dos fenômenos de marketing e administração no ambiente global.

Eusebio Scornavacca , Arizona State University

Dr. Eusebio Scornavacca é professor da School for the Future of Innovation in Society, do College of Global Futures e da Thunderbird School of Global Management da Arizona State University (ASU). Ele também é Cientista Sênior de Global Futures no Julie Ann Wrigley Global Futures Laboratory da ASU. Os seus interesses de investigação incluem inovação digital disruptiva, inovação de alto impacto, política de inovação, empreendedorismo digital, TIC para o desenvolvimento e ecossistemas digitais. Durante os últimos 20 anos, conduziu pesquisas multidisciplinares utilizando métodos qualitativos e quantitativos em uma ampla gama de indústrias, incluindo pesquisas patrocinadas pelo setor privado.

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