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Reformulação do quadro da empresa e do setor
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No contexto da reformulação do Quadro da Empresa e do Setor (QES) realizou-se um estudo de mercado, em cooperação com a Área da Central de Balanços no Departamento de Estatísticas do Banco de Portugal, com vista a adequar este produto económico-financeiro às necessidades dos seus utilizadores – as empresas não financeiras.
A Central de Balanços disponibiliza gratuitamente, às empresas e ao público em geral, um conjunto alargado de produtos e serviços, de entre os quais o QES – dados anuais, apurados com base na IES (Informação Empresarial Simplificada). O QES inclui adicionalmente informação individual das empresas, permitindo comparar os seus indicadores com os das empresas do seu setor de atividade e classe de dimensão.
Por forma a aumentar a procura deste tipo de produto estatístico, o objetivo consistiu em desenvolver um estudo de mercado, composto primeiramente por um Questionário Exploratório, com uma seleção restrita de empresas e associações, junto das quais se procedeu a entrevistas exploratórias do tema presencialmente. De seguida, foi efetuado um Questionário Conclusivo, tendo por base a informação obtida no questionário inicial, através do qual foi possível desenvolver um leque de análises estatísticas para objetivar os resultados alcançados com o estudo. Através de uma análise univariada, análise exploratória (clusters) e análise econométrica, compreendeu-se quais as necessidades dos utilizadores, definiram-se os diferentes perfis dos inquiridos e levantou-se um conjunto relevante de resultados.
Por fim, através da aplicação de métodos de pesquisa exploratória e de técnicas de estudo de mercado, este projeto possibilitou perceber que ações implementar no novo QES para aumentar o número de acessos, tornando o produto mais apelativo e relevante para as empresas.
In the context of Enterprise and Sector Table (EST) reformulation it was developed a market research, in cooperation with the Central Balance Sheet area in the Statistics Department of Banco de Portugal, which intend to adequate this economic-financial product to the users’ needs – the non-financial enterprises. Nowadays the Central Balance Sheet provides for free, to enterprises and general public, an enlarge collection of products and services, of which the EST – annual data, calculated based on IES (Simplified Corporate Information). Additionally, EST provide enterprises’ individual information which allow the comparison of their indicators with other enterprises of the same sector of activity and dimension class. In order to increase the demand for this type of statistical product, the objective was the development of a market research, composed firstly by an Exploratory Questionnaire, with a restrict selection of enterprises and associations, with which were conducted exploratory interviews in person. Then was developed a Conclusive Questionnaire, based on the information obtained in the previous questionnaire. Through an univariate analysis, a cluster analysis and an econometric analysis it was possible to understand which were the users’ needs, how many profiles the data exhibits and there were highlighted a range of relevant results. Therefore, through the application of exploratory methods and market research techniques, this project enable the understanding of which actions to implement in the new EST in order to increase the number of accesses, making an appealing and a relevant product to companies.
In the context of Enterprise and Sector Table (EST) reformulation it was developed a market research, in cooperation with the Central Balance Sheet area in the Statistics Department of Banco de Portugal, which intend to adequate this economic-financial product to the users’ needs – the non-financial enterprises. Nowadays the Central Balance Sheet provides for free, to enterprises and general public, an enlarge collection of products and services, of which the EST – annual data, calculated based on IES (Simplified Corporate Information). Additionally, EST provide enterprises’ individual information which allow the comparison of their indicators with other enterprises of the same sector of activity and dimension class. In order to increase the demand for this type of statistical product, the objective was the development of a market research, composed firstly by an Exploratory Questionnaire, with a restrict selection of enterprises and associations, with which were conducted exploratory interviews in person. Then was developed a Conclusive Questionnaire, based on the information obtained in the previous questionnaire. Through an univariate analysis, a cluster analysis and an econometric analysis it was possible to understand which were the users’ needs, how many profiles the data exhibits and there were highlighted a range of relevant results. Therefore, through the application of exploratory methods and market research techniques, this project enable the understanding of which actions to implement in the new EST in order to increase the number of accesses, making an appealing and a relevant product to companies.
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Information Analysis and Management
Palavras-chave
Banco de Portugal Quadro da Empresa e do Setor Informação Empresarial Simplificada Estudo de Mercado Clusters K-means Regressão Logística Stepwise