77

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1

8 – ANEXOS

A seguir serão apresentados os seguintes anexos:

§ ANEXO 1 - Reprodução do Questionário Aplicado.

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5

§ ANEXO 2 - Tabelas de Freqüências

Pergunta 1

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 2 1,7 1,7 1,7 2 8 6,8 6,8 8,5 3 8 6,8 6,8 15,4 4 61 52,1 52,1 67,5 5 38 32,5 32,5 100,0 Total 117 100,0 100,0

Pergunta 2

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 6 5,1 5,1 5,1 2 3 2,6 2,6 7,7 3 8 6,8 6,8 14,5 4 26 22,2 22,2 36,8 5 74 63,2 63,2 100,0 Total 117 100,0 100,0

Pergunta 3

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 3 2,6 2,6 2,6 2 6 5,1 5,1 7,7 3 10 8,5 8,5 16,2 4 31 26,5 26,5 42,7 5 67 57,3 57,3 100,0 Total 117 100,0 100,0

Pergunta 4

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 2 1,7 1,7 1,7 2 7 6,0 6,0 7,8 3 14 12,0 12,1 19,8 4 44 37,6 37,9 57,8 5 49 41,9 42,2 100,0 Total 116 99,1 100,0

Missing System 1 ,9 Total 117 100,0

6

Pergunta 5

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 1 ,9 ,9 ,9 2 12 10,3 10,3 11,1 3 13 11,1 11,1 22,2 4 69 59,0 59,0 81,2 5 22 18,8 18,8 100,0 Total 117 100,0 100,0

Pergunta 6

Frequency Percent Valid Percent

Cumulative Percent

Valid 2 3 2,6 2,6 2,6 3 11 9,4 9,4 12,0 4 54 46,2 46,2 58,1 5 49 41,9 41,9 100,0 Total 117 100,0 100,0

Pergunta 7

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 3 2,6 2,6 2,6 2 4 3,4 3,4 6,0 3 7 6,0 6,0 12,0 4 43 36,8 36,8 48,7 5 60 51,3 51,3 100,0 Total 117 100,0 100,0

Pergunta 8

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 16 13,7 13,8 13,8 2 13 11,1 11,2 25,0 3 23 19,7 19,8 44,8 4 42 35,9 36,2 81,0 5 22 18,8 19,0 100,0 Total 116 99,1 100,0

Missing System 1 ,9 Total 117 100,0

7

Pergunta 9

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 19 16,2 16,5 16,5 2 18 15,4 15,7 32,2 3 29 24,8 25,2 57,4 4 25 21,4 21,7 79,1 5 24 20,5 20,9 100,0 Total 115 98,3 100,0

Missing System 2 1,7 Total 117 100,0

Pergunta 10

Frequency Percent Valid Percent

Cumulative Percent

Valid 2 1 ,9 ,9 ,9 3 4 3,4 3,4 4,3 4 42 35,9 36,2 40,5 5 69 59,0 59,5 100,0 Total 116 99,1 100,0

Missing System 1 ,9 Total 117 100,0

Pergunta 11

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 4 3,4 3,5 3,5 2 15 12,8 13,0 16,5 3 14 12,0 12,2 28,7 4 59 50,4 51,3 80,0 5 23 19,7 20,0 100,0 Total 115 98,3 100,0

Missing System 2 1,7 Total 117 100,0

Pergunta 12

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 14 12,0 12,1 12,1 2 25 21,4 21,6 33,6 3 22 18,8 19,0 52,6 4 28 23,9 24,1 76,7 5 27 23,1 23,3 100,0 Total 116 99,1 100,0

Missing System 1 ,9 Total 117 100,0

8

Pergunta 13

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 30 25,6 25,9 25,9 2 20 17,1 17,2 43,1 3 13 11,1 11,2 54,3 4 26 22,2 22,4 76,7 5 27 23,1 23,3 100,0 Total 116 99,1 100,0

Missing System 1 ,9 Total 117 100,0

Pergunta 14

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 9 7,7 7,7 7,7 2 17 14,5 14,5 22,2 3 14 12,0 12,0 34,2 4 44 37,6 37,6 71,8 5 33 28,2 28,2 100,0 Total 117 100,0 100,0

Pergunta 15

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 13 11,1 11,2 11,2 2 15 12,8 12,9 24,1 3 23 19,7 19,8 44,0 4 21 17,9 18,1 62,1 5 44 37,6 37,9 100,0 Total 116 99,1 100,0

Missing System 1 ,9 Total 117 100,0

Pergunta 16

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 11 9,4 9,5 9,5 2 5 4,3 4,3 13,8 3 22 18,8 19,0 32,8 4 45 38,5 38,8 71,6 5 33 28,2 28,4 100,0 Total 116 99,1 100,0

Missing System 1 ,9 Total 117 100,0

9

Pergunta 17

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 33 28,2 28,2 28,2 2 22 18,8 18,8 47,0 3 20 17,1 17,1 64,1 4 30 25,6 25,6 89,7 5 12 10,3 10,3 100,0 Total 117 100,0 100,0

Pergunta 18

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 17 14,5 14,7 14,7 2 13 11,1 11,2 25,9 3 29 24,8 25,0 50,9 4 35 29,9 30,2 81,0 5 22 18,8 19,0 100,0 Total 116 99,1 100,0

Missing System 1 ,9 Total 117 100,0

Pergunta 19

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 29 24,8 25,2 25,2 2 8 6,8 7,0 32,2 3 31 26,5 27,0 59,1 4 32 27,4 27,8 87,0 5 15 12,8 13,0 100,0 Total 115 98,3 100,0

Missing System 2 1,7 Total 117 100,0

Pergunta 20

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 26 22,2 22,4 22,4 2 21 17,9 18,1 40,5 3 42 35,9 36,2 76,7 4 16 13,7 13,8 90,5 5 11 9,4 9,5 100,0 Total 116 99,1 100,0

Missing System 1 ,9 Total 117 100,0

10

Pergunta 21

Frequency Percent Valid Percent

Cumulative Percent

Valid 40,00 1 ,9 ,9 ,9 50,00 6 5,1 5,1 6,0 60,00 4 3,4 3,4 9,4 70,00 18 15,4 15,4 24,8 80,00 33 28,2 28,2 53,0 90,00 27 23,1 23,1 76,1 100,00 28 23,9 23,9 100,0 Total 117 100,0 100,0

Pergunta 22

Frequency Percent Valid Percent

Cumulative Percent

Valid 10,00 4 3,4 3,4 3,4 20,00 3 2,6 2,6 6,0 30,00 3 2,6 2,6 8,6 40,00 6 5,1 5,2 13,8 50,00 30 25,6 25,9 39,7 60,00 9 7,7 7,8 47,4 70,00 9 7,7 7,8 55,2 80,00 18 15,4 15,5 70,7 90,00 19 16,2 16,4 87,1 100,00 15 12,8 12,9 100,0 Total 116 99,1 100,0

Missing System 1 ,9 Total 117 100,0

QUESTÕES DEMOGRÁFICAS:

Pergunta 24 – Sexo

Frequency Percent Valid Percent

Cumulative Percent

Valid Masculino 61 52,1 52,6 52,6 Feminino 55 47,0 47,4 100,0 Total 116 99,1 100,0

Missing System 1 ,9 Total 117 100,0

11

Pergunta 25 – Grau de Instrução

Frequency Percent Valid Percent

Cumulative Percent

Valid 2o Grau 6 5,1 5,1 5,1 3o Grau 40 34,2 34,2 39,3 Pós-Graduação 71 60,7 60,7 100,0 Total 117 100,0 100,0

Pergunta 26 – Idade

Frequency Percent Valid Percent

Cumulative Percent

Valid 19 1 ,9 ,9 ,9 22 2 1,7 1,8 2,6 23 8 6,8 7,0 9,6 24 12 10,3 10,5 20,2 25 5 4,3 4,4 24,6 26 8 6,8 7,0 31,6 27 9 7,7 7,9 39,5 28 19 16,2 16,7 56,1 29 11 9,4 9,6 65,8 30 7 6,0 6,1 71,9 31 1 ,9 ,9 72,8 32 1 ,9 ,9 73,7 33 2 1,7 1,8 75,4 34 3 2,6 2,6 78,1 35 3 2,6 2,6 80,7 36 2 1,7 1,8 82,5 37 1 ,9 ,9 83,3 39 1 ,9 ,9 84,2 40 2 1,7 1,8 86,0 44 1 ,9 ,9 86,8 46 2 1,7 1,8 88,6 47 3 2,6 2,6 91,2 49 1 ,9 ,9 92,1 50 1 ,9 ,9 93,0 52 3 2,6 2,6 95,6 53 1 ,9 ,9 96,5 54 1 ,9 ,9 97,4 55 1 ,9 ,9 98,2 56 1 ,9 ,9 99,1 67 1 ,9 ,9 100,0 Total 114 97,4 100,0

Missing System 3 2,6 Total 117 100,0

12

Pergunta 27 – Renda Familiar

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 112 95,7 95,7 95,7 2 5 4,3 4,3 100,0 Total 117 100,0 100,0

13

§ ANEXO 3 – Mapas de Correlação

Mapas de Correlação – Base de Dados Completa

EDICOES Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11

EDICOES 22,30% 12,00% 9,00% 6,30% 12,50% 4,80% 11,60% 23,70% -5,00% 18,30% -3,40%

Q1 22,30% 2,50% 3,10% 6,50% 52,30% 29,30% 37,80% 39,10% -14,20% 38,60% 26,00%

Q2 12,00% 2,50% 27,80% 38,90% -3,40% -7,40% -8,20% -19,20% 25,40% -13,10% 19,80%

Q3 9,00% 3,10% 27,80% 57,30% -3,40% 9,00% 0,60% 18,50% 10,50% -6,30% 6,40%

Q4 6,30% 6,50% 38,90% 57,30% 3,40% 11,00% 3,00% 14,90% 14,30% -4,00% 12,50%

Q5 12,50% 52,30% -3,40% -3,40% 3,40% 56,40% 35,90% 41,20% -21,60% 43,20% 17,40%

Q6 4,80% 29,30% -7,40% 9,00% 11,00% 56,40% 38,00% 40,00% -24,80% 46,20% 14,90%

Q7 11,60% 37,80% -8,20% 0,60% 3,00% 35,90% 38,00% 50,10% -8,80% 31,50% 22,20%

Q8 23,70% 39,10% -19,20% 18,50% 14,90% 41,20% 40,00% 50,10% -14,60% 48,10% 26,00%

Q9 -5,00% -14,20% 25,40% 10,50% 14,30% -21,60% -24,80% -8,80% -14,60% -32,50% 7,40%

Q10 18,30% 38,60% -13,10% -6,30% -4,00% 43,20% 46,20% 31,50% 48,10% -32,50% 12,00%

Q11 -3,40% 26,00% 19,80% 6,40% 12,50% 17,40% 14,90% 22,20% 26,00% 7,40% 12,00%

Q12 2,10% 12,50% -0,30% 0,20% -10,80% 2,60% 6,40% 16,00% 27,20% -19,30% 16,90% 7,80%

Q13 -0,50% 0,40% 23,10% -2,00% -3,40% 1,60% -1,20% 5,10% 3,40% 4,10% 2,60% -15,00%

Q14 -8,40% -18,00% -6,70% 9,00% 4,40% -35,60% -31,70% -10,30% -11,30% 26,00% -7,00% -13,60%

Q15 -10,40% -7,60% 20,40% -9,70% 4,90% -4,50% -4,10% -4,00% -5,30% 12,90% 10,00% -5,30%

Q16 12,90% 26,30% 3,00% 10,40% 7,50% 25,70% 26,00% 34,60% 43,10% -10,00% 39,40% 18,10%

Q17 7,40% 26,80% 0,50% 1,10% 7,00% 18,00% 20,00% 33,90% 43,00% -1,70% 31,30% 28,40%

Q18 8,50% 6,00% 20,20% 11,40% 18,30% -1,60% 1,00% 19,60% 18,80% 12,50% 7,20% 21,00%

Q19 7,40% 18,90% -1,50% 16,30% 18,90% 21,30% 22,40% 35,40% 43,10% -29,90% 35,50% 20,10%

Q20 10,60% 22,70% 0,80% 9,20% -0,70% 25,90% 23,80% 34,00% 38,90% -30,20% 45,00% 22,40%

Q21 39,20% 39,70% 13,40% -0,60% 2,60% 27,20% 26,20% 22,80% 44,20% -15,70% 60,40% 8,50%

Q22 7,40% 12,40% 4,60% -1,10% -10,00% 12,10% 9,00% 10,90% 15,00% -7,10% 6,30% -11,10%

14

Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 Q19 Q20 Q21 Q22

EDICOES -3,40% 2,10% -0,50% -8,40% -10,40% 12,90% 7,40% 8,50% 7,40% 10,60% 39,20% 7,40%

Q1 26,00% 12,50% 0,40% -18,00% -7,60% 26,30% 26,80% 6,00% 18,90% 22,70% 39,70% 12,40%

Q2 19,80% -0,30% 23,10% -6,70% 20,40% 3,00% 0,50% 20,20% -1,50% 0,80% 13,40% 4,60%

Q3 6,40% 0,20% -2,00% 9,00% -9,70% 10,40% 1,10% 11,40% 16,30% 9,20% -0,60% -1,10%

Q4 12,50% -10,80% -3,40% 4,40% 4,90% 7,50% 7,00% 18,30% 18,90% -0,70% 2,60% -10,00%

Q5 17,40% 2,60% 1,60% -35,60% -4,50% 25,70% 18,00% -1,60% 21,30% 25,90% 27,20% 12,10%

Q6 14,90% 6,40% -1,20% -31,70% -4,10% 26,00% 20,00% 1,00% 22,40% 23,80% 26,20% 9,00%

Q7 22,20% 16,00% 5,10% -10,30% -4,00% 34,60% 33,90% 19,60% 35,40% 34,00% 22,80% 10,90%

Q8 26,00% 27,20% 3,40% -11,30% -5,30% 43,10% 43,00% 18,80% 43,10% 38,90% 44,20% 15,00%

Q9 7,40% -19,30% 4,10% 26,00% 12,90% -10,00% -1,70% 12,50% -29,90% -30,20% -15,70% -7,10%

Q10 12,00% 16,90% 2,60% -7,00% 10,00% 39,40% 31,30% 7,20% 35,50% 45,00% 60,40% 6,30%

Q11 7,80% -15,00% -13,60% -5,30% 18,10% 28,40% 21,00% 20,10% 22,40% 8,50% -11,10%

Q12 7,80% 35,40% 10,90% 11,30% 16,10% 28,60% 15,50% 26,50% 25,20% 18,40% 34,20%

Q13 -15,00% 35,40% 13,80% 35,00% 7,20% 13,80% 14,40% 9,90% -2,80% 6,20% 41,80%

Q14 -13,60% 10,90% 13,80% 11,50% -7,40% 16,90% 24,30% 7,40% -0,70% -5,20% -7,70%

Q15 -5,30% 11,30% 35,00% 11,50% 10,80% 14,00% 15,70% 9,20% -7,80% -3,50% 13,40%

Q16 18,10% 16,10% 7,20% -7,40% 10,80% 43,60% 47,40% 45,80% 46,90% 34,10% 12,90%

Q17 28,40% 28,60% 13,80% 16,90% 14,00% 43,60% 49,80% 61,40% 51,60% 27,60% 23,50%

Q18 21,00% 15,50% 14,40% 24,30% 15,70% 47,40% 49,80% 49,30% 34,70% 15,70% 20,20%

Q19 20,10% 26,50% 9,90% 7,40% 9,20% 45,80% 61,40% 49,30% 74,80% 20,30% 16,40%

Q20 22,40% 25,20% -2,80% -0,70% -7,80% 46,90% 51,60% 34,70% 74,80% 34,40% 28,30%

Q21 8,50% 18,40% 6,20% -5,20% -3,50% 34,10% 27,60% 15,70% 20,30% 34,40% 24,30%

Q22 -11,10% 34,20% 41,80% -7,70% 13,40% 12,90% 23,50% 20,20% 16,40% 28,30% 24,30%

15

Mapas de Correlação – Respostas Leitores do Sexo Masculino

EDICOES Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10

EDICOES 20,50% 34,10% 6,50% 10,60% 18,60% 7,40% 12,60% 13,00% 8,30% 23,60%

Q1 20,50% -0,30% 6,70% 5,00% 49,90% 23,50% 34,40% 43,80% -4,30% 26,00%

Q2 34,10% -0,30% 22,30% 42,60% 5,40% -19,40% -13,20% -15,50% 24,00% -19,90%

Q3 6,50% 6,70% 22,30% 63,20% -2,10% -1,10% 0,70% 17,00% 26,80% -21,20%

Q4 10,60% 5,00% 42,60% 63,20% 1,50% 4,50% -9,10% 7,50% 23,10% -19,40%

Q5 18,60% 49,90% 5,40% -2,10% 1,50% 56,10% 46,90% 51,30% -9,20% 34,20%

Q6 7,40% 23,50% -19,40% -1,10% 4,50% 56,10% 49,50% 56,00% -12,70% 48,70%

Q7 12,60% 34,40% -13,20% 0,70% -9,10% 46,90% 49,50% 43,60% -0,20% 18,30%

Q8 13,00% 43,80% -15,50% 17,00% 7,50% 51,30% 56,00% 43,60% -10,80% 45,10%

Q9 8,30% -4,30% 24,00% 26,80% 23,10% -9,20% -12,70% -0,20% -10,80% -28,00%

Q10 23,60% 26,00% -19,90% -21,20% -19,40% 34,20% 48,70% 18,30% 45,10% -28,00%

Q11 1,80% 27,50% 5,40% -0,10% 6,50% 8,90% 1,80% 22,10% 30,00% 11,00% 3,60%

Q12 -5,20% -2,00% -11,20% -0,60% -13,80% -1,50% 9,90% -4,20% 16,90% -36,00% 12,50%

Q13 9,00% 0,00% 33,30% -12,00% 3,10% 31,50% 14,50% -9,00% 9,70% 1,80% 9,20%

Q14 -24,30% -27,50% -13,90% 6,70% 6,90% -38,40% -32,70% -25,90% -33,60% 19,60% -7,90%

Q15 1,90% -9,50% 29,40% -1,70% 17,60% 12,70% 23,20% -6,60% 9,70% 4,90% 26,10%

Q16 19,40% 26,70% -8,00% 10,90% 2,10% 36,30% 34,90% 32,60% 48,70% -19,70% 45,70%

Q17 -3,40% 24,90% -2,40% -3,80% 4,30% 19,50% 22,60% 26,10% 32,70% 4,60% 34,70%

Q18 17,50% -4,30% 34,70% 13,80% 25,30% -7,50% -0,40% 7,80% 3,50% 12,40% -8,30%

Q19 10,60% 21,40% -1,40% 5,70% 19,10% 25,50% 27,60% 34,10% 44,90% -36,30% 35,90%

Q20 12,40% 22,50% -6,50% -2,20% -6,90% 24,60% 21,80% 33,00% 37,00% -36,10% 42,80%

Q21 44,60% 30,10% 13,30% 2,90% -0,90% 18,90% 25,10% 3,90% 38,20% -14,50% 63,00%

Q22 8,00% 3,20% 16,60% 6,10% -6,40% 7,40% 12,80% 1,30% 8,10% -6,30% 1,40%

16

Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 Q19 Q20 Q21 Q22

EDICOES 1,80% -5,20% 9,00% -24,30% 1,90% 19,40% -3,40% 17,50% 10,60% 12,40% 44,60% 8,00%

Q1 27,50% -2,00% 0,00% -27,50% -9,50% 26,70% 24,90% -4,30% 21,40% 22,50% 30,10% 3,20%

Q2 5,40% -11,20% 33,30% -13,90% 29,40% -8,00% -2,40% 34,70% -1,40% -6,50% 13,30% 16,60%

Q3 -0,10% -0,60% -12,00% 6,70% -1,70% 10,90% -3,80% 13,80% 5,70% -2,20% 2,90% 6,10%

Q4 6,50% -13,80% 3,10% 6,90% 17,60% 2,10% 4,30% 25,30% 19,10% -6,90% -0,90% -6,40%

Q5 8,90% -1,50% 31,50% -38,40% 12,70% 36,30% 19,50% -7,50% 25,50% 24,60% 18,90% 7,40%

Q6 1,80% 9,90% 14,50% -32,70% 23,20% 34,90% 22,60% -0,40% 27,60% 21,80% 25,10% 12,80%

Q7 22,10% -4,20% -9,00% -25,90% -6,60% 32,60% 26,10% 7,80% 34,10% 33,00% 3,90% 1,30%

Q8 30,00% 16,90% 9,70% -33,60% 9,70% 48,70% 32,70% 3,50% 44,90% 37,00% 38,20% 8,10%

Q9 11,00% -36,00% 1,80% 19,60% 4,90% -19,70% 4,60% 12,40% -36,30% -36,10% -14,50% -6,30%

Q10 3,60% 12,50% 9,20% -7,90% 26,10% 45,70% 34,70% -8,30% 35,90% 42,80% 63,00% 1,40%

Q11 3,40% -11,30% -14,50% -10,80% 9,30% 28,30% 27,50% 27,00% 22,00% -3,00% -15,70%

Q12 3,40% 16,80% -2,70% 15,00% 5,60% 10,70% 1,60% 21,70% 20,90% 5,30% 25,30%

Q13 -11,30% 16,80% -12,80% 44,90% 4,20% 12,10% -4,50% -5,40% -11,30% 18,30% 38,80%

Q14 -14,50% -2,70% -12,80% 4,00% -11,50% 17,20% 1,70% 2,80% 3,30% -15,10% -2,70%

Q15 -10,80% 15,00% 44,90% 4,00% 15,30% 23,40% 15,80% 14,00% -2,80% 19,20% 16,90%

Q16 9,30% 5,60% 4,20% -11,50% 15,30% 44,60% 46,10% 58,80% 58,60% 32,40% 14,90%

Q17 28,30% 10,70% 12,10% 17,20% 23,40% 44,60% 42,90% 61,20% 55,70% 17,50% 32,70%

Q18 27,50% 1,60% -4,50% 1,70% 15,80% 46,10% 42,90% 44,50% 41,80% -0,20% 27,90%

Q19 27,00% 21,70% -5,40% 2,80% 14,00% 58,80% 61,20% 44,50% 83,50% 22,00% 19,00%

Q20 22,00% 20,90% -11,30% 3,30% -2,80% 58,60% 55,70% 41,80% 83,50% 33,00% 29,90%

Q21 -3,00% 5,30% 18,30% -15,10% 19,20% 32,40% 17,50% -0,20% 22,00% 33,00% 25,40%

Q22 -15,70% 25,30% 38,80% -2,70% 16,90% 14,90% 32,70% 27,90% 19,00% 29,90% 25,40%

17

Mapas de Correlação – Respostas Leitores do Sexo Feminino

EDICOES Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10

EDICOES 26,20% -11,10% 14,40% 2,70% 6,30% 3,90% 14,50% 36,00% -17,50% 13,20%

Q1 26,20% 4,50% -3,30% 5,90% 55,30% 38,10% 42,50% 34,10% -29,20% 56,40%

Q2 -11,10% 4,50% 33,20% 30,00% -16,50% 6,30% -7,00% -27,10% 25,00% -6,70%

Q3 14,40% -3,30% 33,20% 46,50% -6,70% 22,80% -3,60% 18,60% -10,30% 13,60%

Q4 2,70% 5,90% 30,00% 46,50% 4,60% 21,00% 25,10% 23,20% -3,10% 26,00%

Q5 6,30% 55,30% -16,50% -6,70% 4,60% 57,00% 18,00% 30,90% -37,30% 55,10%

Q6 3,90% 38,10% 6,30% 22,80% 21,00% 57,00% 13,30% 20,60% -45,80% 41,20%

Q7 14,50% 42,50% -7,00% -3,60% 25,10% 18,00% 13,30% 58,30% -24,50% 51,90%

Q8 36,00% 34,10% -27,10% 18,60% 23,20% 30,90% 20,60% 58,30% -20,00% 51,90%

Q9 -17,50% -29,20% 25,00% -10,30% -3,10% -37,30% -45,80% -24,50% -20,00% -40,50%

Q10 13,20% 56,40% -6,70% 13,60% 26,00% 55,10% 41,20% 51,90% 51,90% -40,50%

Q11 -10,20% 25,90% 37,50% 15,60% 28,60% 27,80% 34,20% 27,20% 25,30% 5,80% 23,20%

Q12 8,70% 32,20% 15,50% 3,10% -2,40% 8,80% 4,50% 49,50% 39,80% -0,40% 24,40%

Q13 -9,40% -0,30% 9,70% 8,60% -21,00% -34,40% -25,80% 21,80% -3,90% 5,10% -6,80%

Q14 13,20% -8,60% -3,90% 8,60% -9,30% -35,80% -38,20% 4,50% 5,40% 30,60% -8,70%

Q15 -21,80% -5,80% 13,00% -18,00% -14,40% -20,70% -35,90% -1,00% -16,20% 20,00% -6,00%

Q16 6,10% 25,60% 15,70% 9,30% 16,80% 12,10% 12,60% 38,00% 38,00% -0,20% 30,90%

Q17 19,90% 28,60% 1,30% 5,20% 8,50% 15,70% 15,60% 43,40% 50,90% -8,90% 27,30%

Q18 1,80% 19,00% -5,30% 3,30% -8,50% 4,40% -3,70% 31,70% 31,70% 7,90% 27,40%

Q19 4,10% 15,20% -2,20% 30,90% 18,50% 15,60% 14,10% 38,00% 42,40% -22,90% 35,00%

Q20 7,70% 24,10% 14,20% 31,20% 17,30% 29,50% 29,60% 38,80% 46,20% -22,60% 50,60%

Q21 37,20% 51,30% 9,70% -8,20% 0,70% 36,30% 25,10% 45,80% 48,30% -22,30% 57,00%

Q22 6,50% 23,90% -8,30% -9,40% -18,30% 17,90% 4,60% 25,10% 21,60% -7,50% 12,20%

18

Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 Q19 Q20 Q21 Q22

EDICOES -10,20% 8,70% -9,40% 13,20% -21,80% 6,10% 19,90% 1,80% 4,10% 7,70% 37,20% 6,50%

Q1 25,90% 32,20% -0,30% -8,60% -5,80% 25,60% 28,60% 19,00% 15,20% 24,10% 51,30% 23,90%

Q2 37,50% 15,50% 9,70% -3,90% 13,00% 15,70% 1,30% -5,30% -2,20% 14,20% 9,70% -8,30%

Q3 15,60% 3,10% 8,60% 8,60% -18,00% 9,30% 5,20% 3,30% 30,90% 31,20% -8,20% -9,40%

Q4 28,60% -2,40% -21,00% -9,30% -14,40% 16,80% 8,50% -8,50% 18,50% 17,30% 0,70% -18,30%

Q5 27,80% 8,80% -34,40% -35,80% -20,70% 12,10% 15,70% 4,40% 15,60% 29,50% 36,30% 17,90%

Q6 34,20% 4,50% -25,80% -38,20% -35,90% 12,60% 15,60% -3,70% 14,10% 29,60% 25,10% 4,60%

Q7 27,20% 49,50% 21,80% 4,50% -1,00% 38,00% 43,40% 31,70% 38,00% 38,80% 45,80% 25,10%

Q8 25,30% 39,80% -3,90% 5,40% -16,20% 38,00% 50,90% 31,70% 42,40% 46,20% 48,30% 21,60%

Q9 5,80% -0,40% 5,10% 30,60% 20,00% -0,20% -8,90% 7,90% -22,90% -22,60% -22,30% -7,50%

Q10 23,20% 24,40% -6,80% -8,70% -6,00% 30,90% 27,30% 27,40% 35,00% 50,60% 57,00% 12,20%

Q11 10,70% -17,40% -10,00% -1,40% 27,80% 29,80% 20,10% 13,40% 24,20% 22,50% -7,20%

Q12 10,70% 57,60% 30,50% 7,90% 29,40% 48,60% 39,10% 33,20% 32,90% 36,50% 43,80%

Q13 -17,40% 57,60% 40,20% 27,00% 10,00% 14,60% 34,50% 27,60% 10,90% -9,00% 45,30%

Q14 -10,00% 30,50% 40,20% 19,50% -3,80% 14,50% 47,10% 12,70% -6,10% 0,20% -12,90%

Q15 -1,40% 7,90% 27,00% 19,50% 6,90% 6,70% 17,50% 4,80% -15,20% -23,20% 10,50%

Q16 27,80% 29,40% 10,00% -3,80% 6,90% 42,60% 49,40% 28,80% 29,30% 36,10% 10,90%

Q17 29,80% 48,60% 14,60% 14,50% 6,70% 42,60% 57,30% 62,60% 49,90% 36,40% 15,10%

Q18 20,10% 39,10% 34,50% 47,10% 17,50% 49,40% 57,30% 58,20% 26,50% 29,80% 12,90%

Q19 13,40% 33,20% 27,60% 12,70% 4,80% 28,80% 62,60% 58,20% 61,20% 18,20% 13,70%

Q20 24,20% 32,90% 10,90% -6,10% -15,20% 29,30% 49,90% 26,50% 61,20% 40,00% 27,20%

Q21 22,50% 36,50% -9,00% 0,20% -23,20% 36,10% 36,40% 29,80% 18,20% 40,00% 23,90%

Q22 -7,20% 43,80% 45,30% -12,90% 10,50% 10,90% 15,10% 12,90% 13,70% 27,20% 23,90%

19

§ ANEXO 4 – Resumo das Proposições

Proposição 1 Embora aspectos cognitivos com conveniência, programação

visual ou tipo de impressão sejam considerados importantes

pelos leitores das revistas, eles não representam um fator

determinante para a fidelização.

Proposição 2 Os anúncios encartados em uma revista aumentam o índice

de retenção e fidelidade quando possuem algum tipo de

afinidade com o leitor da revista.

Proposição 3 As questões afetivas e a relação destas com a intenção de

continuar lendo uma determinada revista é mais importante

para as mulheres do que para os homens.

Proposição 4 Quando comparados às mulheres, os homens mostram uma

maior preferência pelas revistas que podem, de alguma

forma, acrescentar valor a sua vida profissional.

Proposição 5 Alguns leitores lêem revistas com regularidade, visando uma

melhor contribuição e participação no meio profissional a que

pertencem.

Proposição 6 Quando um leitor sente falta da leitura de uma revista ele se

encontra em um nível mais alto de fidelidade.

Proposição 7 Os anúncios encartados são mais importantes para a

fidelização das leitoras do sexo feminino do que para os

leitores do sexo masculino.

20

Proposição 8 A intenção de continuar lendo a revista esta atrelada aos

fatores afetivos e a influência do grupo social/profissional ao

qual o leitor faz parte.

Proposição 9 É preciso a presença de fatores cognitivos, afetivos,

conativos e a influência do grupo social para que os leitores

de revista atinjam um nível de fidelidade inercial proposta por

Oliver (1999),

Proposição 10 O “Grupo Social” exerce influência sobre o leitor, aumentando

a probabilidade de se continuar lendo a revista bem como a

probabilidade de se resistir a ofertas de revistas

concorrentes.

Proposição 11 As razões que levam os leitores de sexo masculino à fase

conativa da fidelidade (intenção de continuar lendo a revista)

são diferentes das razões apresentadas pelos leitores do

sexo feminino.

Proposição 12 As características que levam os leitores do sexo masculino à

fase inercial da fidelidade (resistir a ofertas de outras revistas)

são diferentes das características que fazem um leitor do

sexo feminino resistir às mesmas ofertas.