How much to the ways, the research will be bibliographical, of field and study of case. Bibliographical, because for the recital theoretician-metodolgica of the work he will be carried through on the basis of material of publications how many to the planejamentos, action, segmentation and niches of markets, mannering communication channels and. As Cervo and Bervian (2002, P. 65), ' ' any species of research, in any area, assumes and demands previous a bibliographical research, wants for the survey of the state of the art of the subject, wants for theoretical recital or still to justify the limits and contributions of proper pesquisa' '. Given the importance of the bibliographical research for the assembly of the work, one became necessary to appraise it. Cervo and Bervian (2002, P. 65) define of ample form explaining that: The bibliographical research constitutes part of the descriptive research, when it is made with intention to collect information and previous knowledge concerning a problem for which if the bibliographical research looks to reply …
are half of formation par excellence and establish the basic procedure for the monographic studies for which if it searchs the domain of the state of the art on determined subject. Marconi and Lakatos (2006), complement regarding the bibliographical research have purpose are to place the researcher in direct contact with everything what it was written, said or searched on the subject. We are certain that a searches bibliographical it is essential it to be carried through study. According to Lakatos and Marconi (1991), field research is that one used with the intention to obtain knowledge and information, that are related to a question or problem, to have answers. The instrument of research selected for the attainment of the data was the questionnaire, on which Cervo and Bervian (2002, P. 48), point out that ' ' it is the form most used to collect given, therefore it makes possible to measure with better exactness what it is desired.