Skills

• Carry out work processes to operationalize the mission of research the sectors industry, agriculture, infrastructure, science and technology, tourism, trade and services;
• Promote the carrying out of studies, research and other actions necessary to define strategies to support the formulation and execution of actions and their respective study instruments;
• Promote the execution of activities regarding the formulation of market diagnostics, to carry out studies on the functioning of the labor market, the demographic structure of the population and the provision of basic social services, to evaluate social policies, programs and actions;
• Study the price formation in different markets, based on studies of the joint action of supply and demand, analyzing market nuances and their variations;
• Promote studies and research in the areas of macroeconomic modeling, monitoring and analysis of the situation, foreign trade and international economics, public finance and social security;
• Promote technical cooperation between the Center for Economic and Market Research (CEPEM) and similar governmental and non-governmental institutions;
• Monitor technical cooperation agreements, promote technical and institutional capacity building for planning and evaluation, and carry out activities to develop and disseminate information and knowledge generated.
• Train and qualify students of UNIALFA courses in research areas so that they become opinion makers;
• Develop models and methodologies in the researched areas that will add value and knowledge, making CEPEM an instrument for forming study groups.

Areas of Operation

Retail Trade

The performance of the various segments of the retail trade is among the first and most important signs of an increase or decrease in a country's economic activities. Thus, the indicators of this performance are of great importance as a thermometer of economic activity, becoming a fundamental parameter for strategic decision-making by government entities, industries and also by the trade itself.

Wholesale Trade

Commercial companies are those that carry out commercial activities, which consist of the purchase and sale of goods or those acts that give a characteristic feature to commerce. They fit the classic definition of those that carry out acts of mediation between producer and consumer, habitually and for profit.

Business Logistics

Its objective is to continuously monitor the quality of the physical distribution service of the consumer goods industry to the retail trade. The services offered aim to provide various information, considering the perception of the retail trade, in relation to:

THE. The relative importance of the Physical Distribution Service in the retail purchasing decision;
B. The relative importance of the nine dimensions of the Physical Distribution Service:

• Product availability;
• The order cycle time;
• The consistency of the delivery time;
• The frequency of delivery;
• The flexibility of the distribution system;
• The supporting information system;
• The fault remediation system;
• Support in physical delivery;
• Post-delivery support;

W. The Service Level for the variables of each dimension, considering:

• The retailer's expectation;
• The overall performance of the market;
• The performance of the best supplier.

Financial Area

The Brazilian market has undergone profound transformations in recent years with the development of new financial instruments, the presence of more sophisticated participants and more complex transactions. In a context of openness and privatization, international competitors are transforming sectors that were previously occupied only by the State into extremely competitive markets. Only through research will companies have access to new and more sophisticated analysis and decision-making tools.

Industrial production

The production of semi-durable and non-durable consumer goods has been accelerating since the beginning of 2005, and the production of durable goods, although slowing down, is expanding well above the industrial average. These surveys serve as a basis for determining the pace of individual production, notably the pace of the sector's GDP.

Third Sector

The Third Sector is made up of private non-profit organizations that generate public and/or private goods and services. Their objective is the political, economic, social and cultural development of the environment in which they operate. Examples of Third Sector organizations are non-governmental organizations (NGOs), associations and foundations.

• Status: First Sector;
• Market: Second Sector;
• Civil Society Entities: Third Sector.

Public/Private Institutions

To gather regionalized information on the structure of revenues, expenses and investments of public companies (by nature and economic activity) at the federal, state and municipal levels. The public institutions are:

• Federal – maintained and administered by the federal government;
• State – maintained and administered by state governments;
• Municipal – maintained and administered by the municipal public authorities.

Private institutions are:

• Private institutions for profit or Private in the Strict Sense are established and maintained by one or more individuals or legal entities under private law. Their social vocation is exclusively business-related.

Non-profit private institutions (regarding their social vocation) can be:

• Community: incorporate community representatives into their boards. They are established by groups of individuals, or by one or more legal entities, including teacher and student cooperatives that include community representatives in their supporting entity;
• Confessionals: Established by confessional or ideological motivation. They are established by groups of individuals, or by one or more legal entities that follow specific confessional and ideological orientations;
• Philanthropic: Those whose non-profit sponsor has obtained the Social Assistance Certificate from the National Social Assistance Council. These are educational or social assistance institutions that provide the services for which they were established and make them available to the general population, as a complement to the activities of the State, without any remuneration.

Monthly Industrial Employment and Wage Survey

It produces short-term indicators on employment and wage behavior in industrial activities, on salaried employees, admissions, dismissals, number of hours paid and payroll value in nominal terms (current values) and real terms (deflated by the Broad National Consumer Price Index – IPCA). Its collection unit is companies that have local units registered in the National Registry of Legal Entities (CNPJ) and recognized as industrial by the IBGE's Central Business Registry.

Agricultural Production

Agriculture and livestock farming are classified as intensive or extensive, depending on the degree of capitalization and the productivity index they achieve. This classification is not related to the size of the area under cultivation or breeding. On properties where productivity is high and the investments made allow production to be continued indefinitely on the same area, agriculture is intensive. On properties where rudimentary techniques are applied and there are low rates of land exploitation, in addition to low productivity, extensive agriculture is practiced.

It is important to note that these definitions are not associated with the size of the property. A small property, using family labor, may have high productivity rates. A large estate may have low productivity rates. In livestock farming, these concepts are associated with the number of cattle per hectare. Livestock farming is considered intensive if there is more than one head of cattle per hectare, the animals are vaccinated and receive feed.

Studies

Level of satisfaction

Nowadays, customers are increasingly aware, demanding, selective and have the power to build or destroy companies and influence those who transact with them (Souza, 2000). Customers are the people who make up and create markets.

Therefore, a company must clearly know its target market, who its customers really are and how they make their decisions. Questions about customer satisfaction arise from the concept of Marketing itself, which constantly seeks to match what the company offers with what customers need or want (Saraiva, 2002). 

Market sizing

Market research:

• Complete studies on demographic and psychographic segmentation, market identification and sizing;
• Market competition analysis: Market analysis presents an understanding of the company's market, its customers, its competitors and how much the company knows (in terms of data and information) about the market in which it operates. Market analysis also allows you to get to know the environment in which the product/service is located. The market is made up of the environment in which the company and product are located, the competition and the consumer profile. The definition of the market takes into account.
• Industry/Sector Analysis: Industry analysis should provide information about the size, growth, and structure of the industry/sector in which your organization operates. It begins with gathering information about the sector to which the product/service belongs. This information is usually broken down in terms of objectives and may relate to the structure of the industry and sector in terms of statistics, marketing practices, and the marketing mix. This information can be used to monitor changes in the industry and to take advantage of opportunities arising from these changes in specific niches;
• Market Segment Description: Once you have defined the sector in which you operate and its general market, you need to be able to identify and clarify which particular portions, or segments, of this market are the target. The market segment is defined based on the characteristics of the product, the consumer's lifestyle (age, gender, income, profession, family, personality, etc.) and other factors that directly affect the consumption of the product, such as geographic location, for example. The target market is not the one you would like, but rather the one that can consume your product. Generally, to segment a market, you need to have a more comprehensive knowledge, not only qualitative but also quantitative, of the market.
• Purchasing Motivation Analysis:

  1 – Motivational research – procedure used to discover the reasons that lead people to consume certain products or services.
  2 – Purchase records – understanding the reasons and motives for the purchase, at the time it is made.
  3 – Habits and attitudes – measurement of the level of use and the perceived image of the product or service and the supplier.

• SWOT analysis of the product/service: Evaluate the strengths and weaknesses of the main competitors in relation to your product/service. This way, it will be easier to try to turn their weaknesses into opportunities and improve your product/service in order to try to eliminate the threats of competitors and the risks involved. 

• Competitor Analysis: The competition should be assessed in terms of products/services and organization (in this case, the analysis has already occurred in the strategic planning stage). How does the product or service compare to that of the competitor? How is it organized? Can it make decisions faster than you? Does it respond quickly to changes? Does it have an efficient management team? Is the competition a leader or a follower in the market? Could they become your competitors in the future?

• Labor Market Analysis: This is an area in which research can contribute relevant information. It consists of studies on inequality, focusing on the role of the labor market in generating or transforming inequalities. The Brazilian labor market is much more a transformer of inequalities than a generator of inequalities through segmentation and discrimination.

Another important contribution that a study could generate is the analysis of the scope, trend and structure of unemployment in Goiás and Brazil, including its dimensions: unemployment rate, average duration of unemployment among the unemployed and average duration of unemployment in the Economically Active Population and turnover. It is also possible to assess information regarding poor quality employment, or even underemployment, with issues of both low qualification and low remuneration, as well as informality in labor relations, among others.

Competitive analysis of market forces:

• Corporate Memory Management – corporate identity is directly linked to the memory that businesspeople, staff and customers have of the company. Large business groups are known and recognized for their History;
• Competitive Family Management – researches the management variables affected by the family business condition, and/or conditions of the succession process, identifying strengths and weaknesses of family management and options for improving this management;
• Customer Satisfaction – researches the level of customer satisfaction, in relation to the conditions offered by the company, the service, the service/product itself;
• Institutional Image Monitoring – assesses the level of recognition of the target audience in relation to the brands desired by the organization (or anti-brands). It may be related to the image of the manager, the company or a service/product;
• Internal Climate / Best Companies to Work for (Great Place to Work) – survey on employees’ opinions regarding their level of satisfaction with the company (policies, work environment, etc.), with the performance of management, with their own work (function, conditions offered) and with internal communication. They can be formatted to suit the client, according to variables that are priorities for them, or follow the pre-formatted model of the “Great Place to Work Institute”;
• Mapping of Competitiveness Variables (Competition Analysis) – mapping, in a given segment, of competitive strengths and weaknesses;
• Business Viability Study – analysis of market scenarios, identifying success variables and business restriction factors.

Consumer profile

Through this type of research the following questions can be answered:

• What are the consumers of your products like and what are their lifestyles?
• In which economic class do consumers position themselves?
• What age group are consumers concentrated in and how does the impulse to purchase occur?
• What media reaches them?

Organization

Executive Management

He is responsible for planning, executing and controlling CEPEM projects. He is responsible for making decisions and ensuring the smooth running of the project.

Consultancy 

The consultant has a profile with a high level of updating (necessary to keep up with market developments), self-control, self-motivation, and good communication and human relationship skills (establishing contacts with different clients from different sectors and backgrounds). In addition to all these characteristics, this professional has a remarkable capacity for analysis, organization, decision-making and leadership, as well as a great appetite for creativity.

Marketing Projects Division 

Identify research niches in conjunction with other UNIALFA courses; 
Create research projects demanded by the market; 
Create internal research projects; 
Create projects requested by the José Alves Group.

Field Research and Data Collection Division 

Methodological Creation Team: team of research professors who will work to format research models to be transformed into result analysis instruments.

Quiz Creation Team

This team will aim to format questionnaires, using the methodology created by the model creation team, adapting and testing these questionnaires until they are validated.

Recruitment and Training of Researchers:

A field team will be formed, which will participate in training for various types of research, and will be supervised by a monitor, who will accompany the interviewers in the field and on trips if necessary.

Control Team

This team will have the purpose of analyzing all surveys already applied, validating or rejecting those that do not meet the standards required by the constructed methodology; forwarding them for redoing if they do not reach a sufficient number to guarantee the minimum number within the sampling calculations, if applicable; controlling the deadlines for delivering the surveys in order to guarantee a quality standard; analyzing the degree of risk existing in each survey and monitoring the surveys in progress.

Tabulation Team

This team is composed of a group of professors and students, with experience in data tabulation using SPHINX or SPSS, provided by UNIALFA, for student learning and training. These programs are equipped with econometric and statistical tabulations, providing greater reliability in the process.

Analysis/Reporting and Interpretation of Results Team

This team is made up of teachers together with the CEPEM support team.

Validation of results 

After analyzing all the results obtained, taking into account the desired variables, the team or professor responsible for the research may validate it or not, in accordance with the standards and quality standards required by UNIALFA.

Disclosure of results 

The results will be published by UNIALFA or by the sponsor (Client) who commissioned the research.

End of process 

Archiving of results to assist in future research, database for Articles and other Scientific Studies.

Contact

Contact CEPEM to ask questions and schedule interviews with representatives from the Center.
E-mail: cepem@unialfa.br