<p align="justify">Marketing Contábil nos Escritórios de Contabilidade do Estado de São Paulo<br><br>Accounting Marketing by Accounting Offices in the State of Sao Paulo<br><br>Marketing Contable en los Oficinas de Contabilidad del Estado de São Paulo</p>
Bibliographic record
Abstract
RESUMO Este artigo apresenta uma parte dos resultados de uma pesquisa realizada entre o último trimestre de 2004 e 1º. trimestre de 2005, para identificar como 259 escritórios de Contabilidade no Estado de São Paulo usam os instrumentos de Marketing. O trabalho combinou pesquisa empírica para identificar aspectos relevantes da realidade dos escritórios, revisão bibliográfica, e pesquisa de campo, na sua primeira etapa por meio de uma entrevista de profundidade com os sócios de cinco escritórios, e seguida do uso de um questionário com 49 assertivas, respondido pelos sócios de 259 escritórios. A revisão da literatura revelou experiências internacionais no uso do Marketing que podem contribuir para os escritórios melhorarem sua imagem perante os clientes, e para o desenvolvimento de seus negócios Os dados obtidos com os questionários foram tratados pela Estatística Descritiva e analisados com o uso da mediana, pois os dados não se mostraram aderentes à curva normal. Os resultados obtidos revelaram que o uso dos instrumentos de Marketing é intuitivo e embrionário no setor. A pesquisa fornece informações que poderão ajudar os empresários contábeis a adotar as ferramentas de Marketing como uma alternativa de valorizar seus serviços junto ao mercado, e mais um elemento de apoio ao seu negócio. ABSTRACT This article presents a portion of the result of a research carried through between the last quarter of 2004 and the first quarter of 2005, to identify as 259 accounting services offices in the State of Sao Paulo use or not the Marketing tools. The study executed combined empirical research to identify excellent aspects about the reality of the offices, bibliographical revision, and field research, in its first stage by means of a depth interview with the partners of five offices, and later with the use of a questionnaire with 49 assertive, answered by the partners of the 259 accounting offices. The revision of literature disclosed international experiences in the use of the Marketing that can contribute the offices have one better image for its customers, and for the development of its businesses. The data collected with the questionnaires have been treated by the Descriptive Statistics and analyzed by the use of Mean, because the collected data was not adherent to the normal curve. The achieved results have disclosed that the use of the Marketing tools is intuitive and embryonic in the sector. The research supplies information that will serve of subsidy so that the accounting entrepreneurs adopt the Marketing tools as an alternative for bigger valuation of its services for the market, and an element of support to its business. RESUMEN Este artículo presenta una parte de los resultados de una investigación realizada entre el último trimestre de 2004 y el 1er. trimestre de 2005, para identificar cómo 259 Oficinas de Contabilidad del Estado de São Paulo utilizan los instrumentos de Marketing. El trabajo incluyó: investigación empírica para identificar aspectos relevantes de la realidad de las oficinas, revisión bibliográfica y estudio de campo, en su primera etapa por medio de una entrevista de profundidad con los socios de cinco oficinas, seguida por la aplicación de un cuestionario con 49 aserciones, respondido por los socios de 259 oficinas. La revisión de la literatura reveló experiencias internacionales en el uso del Marketing que pueden contribuir a que las oficinas mejoren su imagen frente a los clientes y el desarrollo de sus negocios Los datos obtenidos con los cuestionarios se trataron por Estadística Descriptiva y analizados con el uso de la mediana, pues los datos no se ajustan a la curva normal. Los resultados obtenidos revelaron que el uso de los instrumentos de Marketing es intuitivo y embrionario en el sector. La investigación suministra informaciones que pueden ayudar a los empresarios contables a adoptar los sistemas de Marketing como alternativa para valorizar sus servicios en el mercado y como un elemento más de sustentación para su negocio.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.005 | 0.020 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.004 | 0.007 |
| Science and technology studies | 0.005 | 0.004 |
| Scholarly communication | 0.007 | 0.004 |
| Open science | 0.001 | 0.003 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.014 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".