Information search as performed by representative institutions in their role of opinion makers

um problema gerencial

Abstract

Investigation about information needs as well as forms and mechanisms for its procurement by Brazilian representative institutions in their role of opinion makers considering that information needs are related to each entity's objectives and involve political and managerial aspects. The study deals mainly with the managerial aspects, describing information search behavior, resources that are used in this search, and the use of information itself, which is generally meant to work as an input for positions to be assumed and for the influence that entities intend to exert. A sample of nine institutions was selected, being it related to the following sectors: industry, education, labor, banking, women, black culture and consumers. Triangulation was used as a means for collecting data. The results show that to the studied entities, paper sources and Internet are equally important; informal communication is not regarded as their main informational resource; there is convergence, both in terms of information needs and in searching the information that is of interest.