Uso do iramuteq para análise de conteúdo baseada em classificação hierarquica descendente e análise fatorial de correspondência

Marcos Rogério Mazieri; Luc Marie Quoniam; David Reymond; Katia Cinara Tregnago Cunha

doi:10.5585/remark.v21i5.21290

Authors

Marcos Rogério Mazieri Universidade Nove de Julho (Uninove) https://orcid.org/0000-0003-1338-3912
Luc Marie Quoniam Université du Sud Toulon-Var https://orcid.org/0000-0002-6333-6594
David Reymond Université du Sud Toulon-Var https://orcid.org/0000-0003-2071-6594
Katia Cinara Tregnago Cunha Universidade Nove de Julho (Uninove) https://orcid.org/0000-0002-2781-3779

DOI:

https://doi.org/10.5585/remark.v21i5.21290

Keywords:

Content analysis, descending hierarchical classification, correspondence factorial analysis, patents, innovation management, digital transformation, Iramuteq

Abstract

Objective: To present content analysis based on descending hierarchical classification and factorial correspondence analysis as complementary and sequential techniques, with possible application in the area of innovation management.

Method: Content analysis based on Computer-Aided Text Analysis (CATA) techniques using the IRAMUTEQ software

Originality/Relevance: The research paradigm usually influences the researcher's own knowledge bases and domain methodologies. Manual text analysis can eventually be attributed to the interpretivist paradigm and CATA techniques can eventually be attributed to the post-positivist paradigm, however, there seems to be no reason to make this distinction.

Results: Presentation of a framework that demonstrates the technological choices of the most innovative companies in the world (Google, Apple and Amazon), common and different choices, among them.

Theoretical/methodological contributions: Development of a method for analyzing the technological choices of the most innovative companies in the world, applying content analysis based on descending hierarchical classification and factorial analysis of correspondence in a sequential and complementary way.

Social / management contributions: Decision-making for innovation management can be revised according to the technological choices presented. Competitive advantage has distinctiveness by nature. We demonstrate that it is not a problem to master the same technologies, that is, companies can have similar technological domains and still have different marketing approaches.

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Author Biographies

Marcos Rogério Mazieri, Universidade Nove de Julho (Uninove)

Pós-doutor em Ciência da Informação

Luc Marie Quoniam, Université du Sud Toulon-Var

Livre Docente em Ciências da Informação e da Comunicação

David Reymond, Université du Sud Toulon-Var

Livre docente em Ciência da Informação

Katia Cinara Tregnago Cunha, Universidade Nove de Julho (Uninove)

Doutoranda em Administração de Empresas e Inovação

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