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7/21/2019 Tesis Barrientos
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Marzo - Julio 2014
Ciclo VI
CURSO:
INVESTIGACION DE MERCADOS
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PROESOR: PEDRO !ARRIENTOS "
Eco#o$i%&a" Ma'i%&(r )or la U#i*(r%i+a+ +(l Pac,ico. co#co#c(#&raci/# (# Mar(&i#'" Ca#+i+a&o a Doc&or (# A+$i#i%&raci/# +(N('ocio% Gloal(% )or la U#i*(r%i+a+ Ricar+o Pal$a"
Pro(%or Pri#ci)al +( la acul&a+ +( Ci(#cia% Eco#/$ica% UNMSM"I#*(%&i'a+or +(l I#%&i&u&o +( I#*(%&i'acio#(% Eco#/$ica% +( la UNMSM"
E)(ri(#cia '(r(#cial (# +i*(r%a% ($)r(%a%. local(% 3 (&ra#(ra%. (#(l ca$)o +(l $ar(&i#' 3 la i#*(%&i'aci/# +( $(rca+o%"
Au&or +( &r(% liro% r(lacio#a+o% al $ar(&i#' 3 +( $5% +( 40 ar&,culo%)ulica+o% )or or'a#izacio#(% #acio#al(% 3 (&ra#(ra%"
G(r(#&( G(#(ral +( !3A%ocia+o%"Co#%ul&or(% (# Mar(&i#' S" A" C"
Corr(o-(: )arri(#&o%6u#$%$"(+u")("
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SUMI77A DE7 CURSO
El cur%o ()o#( lo% co#oci$i(#&o% 5%ico% )ara r(alizar u#a i#*(%&i'aci/# +(
$(rca+o%. 3 co$o r(%ul&a+o o&(#(r i#or$aci/# )ara la &o$a +( +(ci%io#(%
'(r(#cial(% +(#&ro +( u# )roc(%o +( $ar(&i#'" El cur%o (% +( car5c&(r &(/rico 8
)r5c&ico"
Para %u +(%arrollo. %( &ra&a# lo% %i'ui(#&(% &($a%: +(i#ici/# +( la i#*(%&i'aci/# +(
$(rca+o%. +(i#ici/# +(l )rol($a +( i#*(%&i'aci/#. +i%(9o +( u#a i#*(%&i'aci/# +(
$(rca+o. $(+ici/# 3 (%cala$i(#&o. +i%(9o +( cu(%&io#ario%. $u(%&r(o. &raao +(
ca$)o. )r()araci/# 3 a#5li%i% +( +a&o%. )r()araci/# 3 )r(%(#&aci/# +(l i#or$("
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PROGRAMACIN DE7 CURSO" TEMASI" I#&ro+ucci/# a la i#*(%&i'aci/# +( $(rca+o%
II" D(i#ici/# +(l )rol($a +( i#*(%&i'aci/# +( $(rca+o% 3 (laoraci/# +(l (#o;u( +(l)rol($a
III" Di%(9o +( la i#*(%&i'aci/#
IV" Di%(9o +( i#*(%&i'acio#(% ()lora&oria%: +a&o% %(cu#+ario% ( i#*(%&i'aci/# cuali&a&i*a
V" Di%(9o +( i#*(%&i'aci/# +(%cri)&i*a: (#cu(%&a 3 o%(r*aci/#
VI" 7a i#*(%&i'aci/# cau%alVII" M(+ici/# 3 (laoraci/# +( (%cala%
VIII" Di%(9o +( cu(%&io#ario% 3 or$a%
I
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7A PR=CTICA DE 7OS CONCEPTOS COMO PARTEDE7 DESARRO77O DE7 CURSO
El cur%o o)&a )or u#a )o%ici/# &(/rica - )rac&ica. locual co#%i+(ra ;u( ca+a &($a &(#+r5 +o% )ar&(%" 7a
)ri$(ra corr(%)o#+( a la ()licaci/# +( lo% co#c()&o%
;u( %o# u&iliza+o% (# la i#*(%&i'aci/# +( $(rca+o%" 7a
%('u#+a corr(%)o#+( al +(%arrollo +( ((rcicio% +(
i#*(%&i'aci/# r(lacio#a+o% al &($a. lo% ;u( %(r5#
+(%arrolla+o% (# cla%( o %( r(aliza &raao +( ca$)o"
S( )ro$u(*( la )ar&ici)aci/# ac&i*a +( lo% alu$#o%. (lli+(raz'o +( lo% )ar&ici)a#&(% (# lo% (;ui)o% ;u( %(
or$a# )ara &al ca%o"
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!I!7IOGRA>A
!arri(#&o%. P(+ro ?2012@" Mar(&i#' o)(ra&i*o ca$i#o )ara u# +(%arr)lloco$)(&i&i*o" E+i&orial Aca+B$ica E%)a9ola" Ma+ri+"
!(#a%%i#i. Marc(la ?2001@" I#&ro+ucci/# a la i#*(%&i'aci/# +( $(rca+o%: u#(#o;u( )ara A$Brica la&i#a" P(ar%o# E+ucaci/# +( MBico. S"A"- +( C"V"
Pri$(ra E+ici/#. MBico D" " 240 ))" o&l(r. Pili) (ll(r. (*i# ?200@" Mar(&i#'" DBci$o cuar&a (+ici/#" P(ar%o#E+ucaci/# S" A" MBico" F0F ))"
7a$i#. J(a# Jac;u(% ?200@" Mar(&i#' (%&ra&B'ico" E%ic E+i&orial" Ma+ri+" FH)"
Malo&ra. Nar(% ?200F@" I#*(%&i'aci/# +( $(rca+o%" U# (#o;u( )r5c&ico" ui#&a
E+ici/#" P(ar%o# E+ucaci/# +( MBico" MBico" 20 ))" i$u#+. Killia$ ?200L@" u#+a$(#&o% +( I#*(%&i'aci/# +( $(rca+o%" To$%o#
E+i&or(% S)ai#" S('u#+a E+ici/#" Ma+ri+" 4F ))"
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PROPUESTA DE ESUEMA DE INORMES
7o% (;ui)o% )ar&ici)a#&(% )r(%(#&ara# %u% i#or$(% +(i#*(%&i'aci/# ?&ar(a% (# cla%(%@ &o$a#+o (# cu(#&a (l %i'ui(#&((%;u($a:
I" Car5&ula ?+i%(9o )ro)io@
II" E%;u($aI" Pr(%(#&aci/# +(l I#or$(
II" O(&i*o% +( la i#*(%&i'aci/# ?)r('u#&ar al )ro(%or@
III" Marco &(/rico ?u%car ilio'ra,a@
IV" allaz'o% +( la i#*(%&i'aci/#
V" A)r(ciacio#(% i#al(%
VI" !ilio'ra,a
VII" A#(o%
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TEMA UNO:7A INVESTIGACIN DE MERCADOS 7A
IDENTIICACIN DE7 PRO!7EMA
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TAREA 1: ES ESTO INVESTIGACION DE MERCADOSQ
Al )ro)i(&ario +( 22 r(%&aura#&(% %( l( )r('u#&/ c/$o ll(*aa a
cao la i#*(%&i'aci/# +( $(rca+o%" Co#&(%&o ;u( lo ac,a
co#+uci(#+o u#a ur'o#(&a +(%)uB% +( $(+ia#oc(: M( acu(%&o
&ar+(" Si %o# la% 12 3 #o &(#'o #a+a $(or ;u( ac(r. co#+uzco )or
la ciu+a+ 3 co#&($)lo la% cola% (#r(#&( +( lo% local(%" Miro la
a%ura 3 co$)ru(o %i l( (%&5 3(#+o i(# (l #('ocio a %u +u(9o" Si
(l cuo +( la a%ura (%&5 *ac,o. (l #('ocio #o $arca" A*(ri'uo
$uca% co%a% ala#+o co# $i% )ro*((+or(%" 7( )r('u#&o al
r()ar&i+or +(l )a# cua#&a% arri&a% l( co$)ra# (# (l au&o-
r(%&aura#&( +( $5% aao" Mu3 )oco% r(%&aura#&(% ac(# lo
$i%$o" P(ro a%, (% co$o i#*(%&i'o $i $(rca+o" E% (%&o
i#*(%&i'aci/# +( $(rca+o%Q
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MARETING
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E7 CONSUMIDOR E7 C7IENTE
El #ico ;u( )u(+( +(i#ir (l )ro+uc&o (% (l cli(#&( (l
)ro+uc&o #o lo +(i#( la ($)r(%a. %i #o ;u( lo +(i#(
;ui(# lo co$)ra. ;ui(# lo *a a u%ar" E# (%&a &ar(a (%
+o#+( a3u+a (l $ar(&i#'" la &ar(a #o (% #a+a
%(#cilla co$o )ar(c(" Si (l $ar(&i#' %( )u+i(ra
5cil$(#&( a)licar (#&o#c(% &o+o% ui(ra# &(#i+o Bi&o.
)(ro #o a ocurri+o a%," El $ar(&i#' (% (%&ra&('ia.
a3u+a a (#co#&rar ;u( (% lo ;u( #(c(%i&a (l cli(#&(. 3
co$o +( )u(+a ll('ar a Bl )ara ;u( lo a+;ui(ra 3 %(
co#*i(r&a %i($)r( (# %u $(or o)ci/#"
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U# )roc(%o %ocial 3 a+$i#i%&ra&i*o )or$(+io +(l cual lo% i#+i*i+uo% 3 lo% 'ru)o%
o&i(#(# lo ;u( #(c(%i&a# 3 +(%(a#$(+ia#&( la cr(aci/# 3 (l i#&(rca$io +(
)ro+uc&o% 3 *alor(% co# o&ro%"
La nueva definicin de marketing
Mar(&i#' (% la ac&i*i+a+ o 'ru)o +(ac&i*i+a+(% 3 )roc(+i$i(#&o% )ara cr(ar.
co$u#icar. (#&r('ar ( i#&(rca$iar o(r&a%;u( &i(#(# *alor )ara lo% co#%u$i+or(%"
UES E7 MARETINGQ
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P7AN DE MARETING
E*aluaci/# +(l a$i(#&( +( $ar(&i#'
Pol,&ica +( la ($)r(%a
E%&al(ci$i(#&o +( o(&i*o%
Di%(9o +( (%&ra&('ia% 3 &5c&ica%
Pr(%u)u(%&o 3 r(%)o#%aili+a+(%
Pla# +( co#&i#'(#cia
E*aluaci/# 3 co#&rol +(l Pla#
E7 S" I" M" E7 P7AN DE MARETING
SISTEMA DE INORMACION DEMARETINGDa&o% I#&(r#o%
I#&(li'(#cia Co$(rcialI#*(%&i'aci/# +( $(rca+o%
7a i#or$aci/# (% la a%( )ara la(laoraci/# +( u# u(# )la# +(
$ar(&i#'
7ai#-or$aci/#%ir*(+(
co$)l($(#&oo
co#-ir$aci/#+(la%o&ra%
ac&i*i+a+(%+(l)la#
7a +(ci%i/# )ar(a lo'rar lo% o(&i*o% +( $ar(&i#' o)(ra&i*o (%&5 (#u#ci/# a la $(zcla +( $ar(&i#'. ;u( (% la co$i#aci/# +( cua&ro
(l($(#&o% 5%ico%: )ro+uc&o. )r(cio. )laza 3 )ro$oci/#" 7a $(zcla (%&5i#lui+a )or la ac&i*i+a+ (# la cual %( *a a a)licar"
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E7 SISTEMA DE INORMACIN DE MARETING
Para ac(r (ici(#&( (l )roc(%o +( la i#or$aci/#. co#%('uirla. a#alizarla 3 &o$ar
+(ci%io#(% a%a+o% (# (lla. %( +(%arrolla (# la% ($)r(%a%. '(#(ral$(#&( (# (l
+()ar&a$(#&o +( $ar(&i#'. lo ;u( %( co#oc( co$o Sistema de Informacin delMarketing (S.I.M.). o %i #o %( )u(+( i#cluir (# u#a (%&ruc&ura al'ui(# &i(#( ;u(
+(%arrollar (%&a u#ci/#" 7a u#ci/# )ri#ci)al +( u# %i%&($a +( i#or$aci/# %(r5 (l +(
+(&(r$i#ar lo ;u( lo% co$)ra+or(% ?+($a#+a@ ;ui(r(# )ara ;u( la ($)r(%a (*al( %i lo
)u(+( )ro+ucir 3 lu('o *(#+(rlo. (# lu'ar +( )ro+ucir 3 )r('u#&ar%( a co#&i#uaci/# c/$o*(#+(rlo"
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MODIICACIONES ACTUA7ES DE7 ENTORNO
7a ir$a +( &ra&a+o% co$(rcial(% co# +i*(r%o% )a,%(%"
El )(r%i%&(#&( cr(ci$i(#&o (co#/$ico +( Ci#a. !ra%il ( I#+ia"
7a $(ora +( lo% i#'r(%o% (# +(&(r$i#a+o% %('$(#&o%"
7a ori(#&aci/# acia la% ()or&acio#(%" 7a 'loalizaci/# +( la% ($)r(%a% 3 la% acili+a+(% +( i$)or&aci/#"
7a ur'(#&( +i%$i#uci/# +( lo% co%&o% 3 (l au$(#&o +( la )ro+uc&i*i+a+"
7a #(c(%i+a+ +( ca)aci&ar a lo% cua+ro% )ara $(orar la co$)(&i&i*i+a+"
El ($)o+(ra$i(#&o +( la $u(r"
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C7ASIICACIN DE7 S" I" M"
Para ;u( la ($)r(%a i#ici( (# la (laoraci/# +( u# %i%&($a +( i#or$aci/# +((r5
co#%i+(rar ;u( (%&a )u(+( %(r cla%iica+a (# &r(% &i)o%:
SIM de la empresa hacia el medio ambiente (mercado). Co#%i%&( (# +a&o%
)ro)ia$(#&( +ico% 3 (# la )ro$oci/# +(l )ro+uc&o 3 +( la ($)r(%a"
SIM dentro de la empresa.I#or$aci/# i#&(r#a ;u( lu3( (#&r( +i*(r%o% )u#&o% +(
(#lac( +( la ($)r(%a"
SIM del mercado hacia la empresa. I#or$aci/# co$(rcial ;u( *a +(l $(+ioa$i(#&( a la ($)r(%a"
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MODE7O DE7 SISTEMA DE INORMACIN DE MARETING
Varial(% I#+()(#+i(#&(%
?cau%a%@
Mezcla de marketing (controlable)D(ci%io#(% +( )r(cio
D(ci%io#(% +( )ro$oci/#D(ci%io#(% +( +i%&riuci/#: uicaci/#. lo',%&ica
D(ci%io#(% +( )ro+uc&o: carac&(r,%&ica%. cali+a+.$arca. ($)a;u(. (&i;u(&a%
Respuesta de comportamientoCo#oci$i(#&oCo$)r(#%i/#
Gu%&oPr((r(#cia
I#&(#ci/# +( co$)raCo$)ra
Medidas de desempeoV(#&a%
Par&ici)aci/# 3 )(#(&raci/# +( $(rca+oCo%&o% 3 'a%&o%
U&ili+a+R(#+i$i(#&o %or( la i#*(r%i/#
luo +( caaGa#a#cia% )ar&ici)aci/#I$a'(#. )o%icio#a$i(#&o
!actores situacionales(no controlables)
D($a#+a Co$)(&(#cia 7('al(% )ol,&ico% Cli$a
(co#/$ico T(c#ol/'ico% Cul&uraOr'a#izacio#(% i#lu3(#&(%R('ulaci/# 'u(r#a$(#&al
R(cur%o% i#&(r#o% +( la or'a#izaci/#
Varial(% D()(#+i(#&(%
?((c&o%@
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VENTAJAS DE 7OS SIM
1" To$ar $5% r5)i+o 3 %('uro %u% +(ci%io#(%"
2" Da&o%: co#%u$i+or(%. co$)(&i+or(% +ir(c&o% 3 +( lo% %u%&i&u&o% a%, co$o +( o&ro%*arial(% #o co#&rolal(%"
" Dr5%&ica r(+ucci/# +( lo% co%&o% o)(ra&i*o%"
4" Ma3or (ici(#cia +(l u%o +( lo% r(cur%o%"
" Di%)o#iili+a+ i#$(+ia&a +( la i#or$aci/#
L" P(r$i&( &(#(r $5% 3 $(or(% %(r*icio% a lo% cli(#&(%.
H" O%(r*ar r(%ul&a+o% 3 &(#+(#cia%"
F" P(r$i&( u# i#cr($(#&o (# la (ici(#cia +( la u(rza +( *(#&a"
" P(r$i&( %('uir $a#&(#i(#+o (%&a )o%ici/#"
10" P(r$i&( r(&(#(r a lo% cli(#&(% ca%ual(% u oca%io#al(%. lo% )o+r5 co#*(r&ir (# cli(#&(%l(al(%"
11" Po+r5 i#cr($(#&ar (# (l &i($)o (l *alor )o&(#cial +( ca+a cli(#&("
12" 7a i#or$aci/# &a$iB# )(r$i&ir5 'a#arl( cli(#&(% a la co$)(&(#cia"
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PRO!7EMAS CON SISTEMAS DE INORMACINDEECTUOSOS
1" S( )u(+( &(#(r i#or$aci/# +( $ar(&i#'. )(ro B%&a (% +( car5c&(r (rr/#(o"
2" Ta$iB# ocurr( ;u( la i#or$aci/# ll('a +($a%ia+o &ar+( )ara %(r &il"
" 7o% %uor+i#a+o% %u)ri$(# i#or$aci/# i$)or&a#&( ;u( co#%i+(ra# ;u( +ar5 u# r(l(o )oco
a*oral( +( %u +(%($)(9o"4" No %( &i(#( la %uici(#&( i#or$aci/# +( &i)o corr(c&o. al&a i#or$aci/# )ara &o$ar la +(ci%i/#
a+(cua+a"
" E# oca%io#(% ca+a +()ar&a$(#&o +( la or'a#izaci/# &i(#( i#or$aci/#. )(ro ;u( #o (%&5
a'r('a+a (# u# %i%&($a"L" 7a i#or$aci/# ll('a co# r(cu(#cia (# u#a $a#(ra #o %i%&($a&iza+a 3 +(%or+(#a+a +( $a#(ra
;u( #o )(r$i&( co#oc(r %u )r(ci%i/#"
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7OS SISTEMAS DE INORMACIN
Si%&($a +( Da&o%I#&(r#o%
Si%&($a +( i#&(li'(#ciaco$(rcial
Si%&($a +(i#*(%&i'aci/# +(
$(rca+o
GERENTE DE MARETING
A%(%or(% 3 co#%ul&or(%(%)(cializa+o%
O&ro% '(r(#&(% +( la
$i%$a ($)r(%a
Su)(rior(% 3%uor+i#a+o% +( la
($)r(%a
Pulicacio#(%: liro%.r(*i%&a%
A$i'o% +(#&ro 3 u(ra
+(l &i)o +( #('ocio
Ru$or(% +( cli(#&(% 3
+( la $i%$a ($)r(%a
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7OS DATOS INTERNOS
7a% u(#&(% %o# +i*(r%a% 3 (#&r( o&ro% &(#($o%:
D()ar&a$(#&o +( co#&aili+a+ '(#(ral
Si%&($a +( a+$i#i%&raci/# co$(rcial"
!a%( +( +a&o% +( cli(#&(%"
Si%&($a +( %u'(r(#cia%. ;u(a% 3 r(cla$o%"
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SISTEMA DE INTE7IGENCIA DE MARETING
O&(#ci/# +( i#or$aci/# a &ra*B% +( lo% )ro)io% ($)l(a+o% +( la ($)r(%a"
O&(#ci/# +( i#or$aci/# )or $(+io +( )(r%o#a% ?*(#+(+or(%. &Bc#ico%@ co#&ra&a+a%
a#&(rior$(#&( )or la co$)(&(#cia"
O&(#ci/# +( i#or$aci/# )or $(+io +( )(r%o#a% ;u( ac(# #('ocio% co# lo%
co$)(&i+or(%"
O&(#ci/# +( i#or$aci/# )or $(+io +( $a&(rial(% )ulici&ario% 3 +ocu$(#&o% )lico%"
O&(#ci/# +( i#or$aci/# o%(r*a#+o a lo% co$)(&i+or(%. o a#aliza#+o la (*i+(#cia
,%ica"
O&(#ci/# +( i#or$aci/# a &ra*B% +( *i%i&a% a )5'i#a% K("
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E7 AMP7IO CAMPO DE 7A INTE7IGENCIA COMERCIA7
Sistema deInteligencia"omercial.
7o ;u( la ($)r(%a+(( %a(r o ac(r
%('ui$i(#&o
Co#%u$i+or(%5i&o% 3 ac&i&u+(% +( co$)ra" P(ril +( lo% co#%u$i+or(%" r(cu(#cia +( co$)ra.
*ol$(#(% +( co$)ra. lu'ar +( co$)ra" or$a% 3 oca%io#(% +( co#%u$o +(l)ro+uc&o%(r*icio" Mi($ro% +(l o'ar ;u( lo co#%u$(#" Mo&i*o% +( co#%u$o. (&c"
Di%&riui+or(%Ma3ori%&a% 3$i#ori%&a%
T(#+(#cia% +(l ca#al" E%&ra&('ia '(#Brica +(l ca#al"Su )o%icio#a$i(#&o" Su )ol,&ica +( )r(cio%" 7a% $arca% co# la% ;u( o)(ra" Su% )ol,&ica% 3
co#+icio#(% +( co$)ra. (&c"
Co$)(&i+or(% 3%u%&i&u&o%
Co$)(&i+or(% )ri#ci)al(%" %u%&i&u&o% co#oci+o% E%&ra&('ia"Ca)aci+a+ i#%&ala+a" Ca$io% )ro+uci+o% (# la% (%&ruc&ura% co$(rcial(%" Po%ici/#(co#/$ico-i#a#ci(ra" Su% )ro+uc&o%. )o%icio#a$i(#&o. $arca%. l,#(a%. +i%(9o. (l
)aca'i#'. 'ra+o +( i##o*aci/#. )ol,&ica +( cali+a+. 3 )r(cio%. %u )ar&ici)aci/#." Ca#al(%+o#+( o)(ra. (&c"
O&ra% *arial(% +(l
(#&or#o
Pro*((+or(% +( i#%u$o%" Pro*((+or(% +( %(r*icio% +( $ar(&i#'" Goi(r#o: )ol,&ica 3
l('i%laci/#" I#%&i&ucio#(% )lica% 3 )ri*a+a% i#lu3(#&(%" Cul&ura 3 *alor(%" M(+ioa$i(#&(" T(c#olo',a"
u(#&(% i#&(r#a%Su)(r*i%or(% 3 u(rza +( *(#&a%. E(cu&i*o% +( *(#&a%" Co$)ra+or(% 3 %(l(cci/# +(
)ro*((+or(%" TBc#ico% i$)lica+o% (# (l )ro+uc&o
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INVESTIGACIN DE MERCADOS
El )roc(%o +( i#*(%&i'aci/# +( $(rca+o% )or lo '(#(ral co#%&a +( la% %i'ui(#&(%
(&a)a% %uc(%i*a%:
1" D(i#ici/# +(l )rol($a 3 lo% o(&i*o% +( la i#*(%&i'aci/# +( $(rca+o%"
2" D(%arrollo +(l )la# +( i#*(%&i'aci/# )ara r(co)ilar i#or$aci/#"
" Pu(%&a (# )r5c&ica +(l )la# +( i#*(%&i'aci/#. r(co)ilar 3 a#alizar +a&o%"
4" I#&(r)r(&aci/# 3 r()or&( +( lo% +(%curi$i(#&o%"
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CUESTIONARIO PARA DETERMINAR NECESIDADES DEINORMACIN DE MARETING
1" uB &i)o% +( +(ci%i/# %( &o$a# r('ular$(#&(Q
2" uB &i)o +( i#or$aci/# %( #(c(%i&a )ara &o$ar (%&a% +(ci%io#(%Q
" uB &i)o +( i#or$aci/# %( o&i(#( r('ular$(#&(Q
4" uB &i)o% +( (%&u+io% (%)(cial(% %( %olici&a )(ri/+ica$(#&(Q
" uB &i)o +( i#or$aci/# l( 'u%&ar,a &(#(r a la ($)r(%a ;u( (# la ac&uali+a+ #o o&i(#(QL" Cu5l (% la i#or$aci/# ;u( la ($)r(%a ;ui%i(ra a +iario. o i(#. %($a#al. $(#%ual o a#ual$(#&(Q
H" uB &i)o +( +ocu$(#&o% 3 r()or&(% co$(rcial(% l( 'u%&ar,a a la '(r(#cia ;u( %( l( (#*iara# co#r('ulari+a+Q
F" Cu5l(% %o# lo% &($a% (%)(c,ico% +( lo% ;u( la '(r(#cia u%ca i#or$aci/#Q
" uB &i)o% +( a#5li%i% +( +a&o% l( 'u%&ar,a &(#(r +i%)o#il(%Q
10" Cu5l(% %( co#%i+(ra# ;u( %o# la% $(ora% $5% &il(% ;u( )o+r,a# r(alizar%( (# (l %i%&($a ac&ual +(i#or$aci/# &Bc#icaQ
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INVESTIGACIN DEMERCADOS
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U ES INVESTIGACIN DE MERCADOSQAMERICAN MARETING ASSOCIATION
7a r(co)ilaci/# %i%&($5&ica. r('i%&ro 3 a#5li%i%+( +a&o% co# r(%)(c&o a u# +(&(r$i#a+o
$(rca+o. +o#+( (l co#c()&o $(rca+o %( r(i(r(
a u# 'ru)o (%)(c,ico +( co#%u$i+or(% (# u#5r(a '(o'r5ica (%)(c,ica"
The systematic gathering, recording, and analyzing of data with respectto a particular market, where market refers to a specific customer group
in a specific geographic area.
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U ES INVESTIGACIN DE MERCADOSQ
E% la i+(#&iicaci/#. r(co)ilaci/#. a#5li%i%. +iu%i/# 3 u%o
%i%&($5&ico 3 o(&i*o +( la i#or$aci/# co# (l )ro)/%i&o +(
$(orar la &o$a +( +(ci%io#(% r(lacio#a+a% co# la i+(#&iicaci/# 3
%oluci/# +( )rol($a% 3 o)or&u#i+a+(% +( $ar(&i#'"
Nar(% Malo&ra
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PORUE ES """
Sistem#tico$R(;u(ri$i(#&o +( ;u( (l )ro3(c&o +( i#*(%&i'aci/#
+(( (%&ar i(# or'a#iza+o 3 )la#(a+o: lo% a%)(c&o% (%&ra&B'ico% 3
&5c&ico% +(l +i%(9o +( la i#*(%&i'aci/# +((# +(&allar%( +(
a#&($a#o. 3 &a$iB# +(( a#&ici)ar%( la #a&ural(za +( lo% +a&o% a
r(u#ir 3 (l $o+o +( a#5li%i% a ($)l(ar"
%b&etivo$i$)lica ;u( la i#*(%&i'aci/# +( $(rca+o% &ra&a +( %(r
#(u&ral 3 #o ($ocio#al (# (l +(%($)(9o +( %u% r(%)o#%aili+a+(%"
S( i#&(#&a a)or&ar i#or$aci/# )r(ci%a ;u( r(l(( la %i&uaci/# r(al"
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UNA C7ASIICACIN DE INVESTIGACIN DEMERCADOS
I#*(%&i'aci/# )ara la i+(#&iicaci/# +(u# )rol($a
I#*(%&i'aci/# )ara la %oluci/# +(l)rol($a
D(l )o&(#cial +( $(rca+o
D( la )ar&ici)aci/# +( $(rca+o% D( i$a'(#
D( la% carac&(r,%&ica% +( $(rca+o
D( a#5li%i% +( *(#&a%
D( )ro#/%&ico%
D( &(#+(#cia% co$(rcial(%
D( la %('$(#&aci/#
D(l )ro+uc&o Sor( la a%i'#aci/# +( )r(cio%
D( )ro$oci/#
D( +i%&riuci/#
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UNA C7ASIICACIN DE 7A INVESTIGACIN DEMERCADOS
7a investigacin para la identificacin del problema
%( ll(*a a cao )ara i+(#&iicar )rol($a% ;u( ;uiz5 #o
%(a# (*i+(#&(% a )ri$(ra *i%&a. )(ro ;u( (i%&(# o (%
)roal( ;u( %ura# (# (l u&uro"
U#a *(z ;u( %( a i+(#&iica+o u# )rol($a o u#a
o)or&u#i+a+. %( r(aliza la investigacin para la
solucin del problema. cu3o% allaz'o% %( u&iliza#
)ara &o$ar la% +(ci%io#(% ;u( r(%ol*(r5# )rol($a%
+( $ar(&i#' (%)(c,ico%"
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E7 PROCESO DE INVESTIGACIN DE MERCADOS
1" D(i#ici/# +(l )rol($a
2" D(%arrollo +(l (#o;u( +(l )rol($a" or$ulaci/# +(l +i%(9o +( i#*(%&i'aci/#
4" Traao +( ca$)o o r(co)ilaci/# +( +a&o%
" Pr()araci/# 3 a#5li%i% +( +a&o%
L" Elaoraci/# 3 )r(%(#&aci/# +(l i#or$(
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DISEWO DE UNA INVESTIGACIN
D( $a#(ra $a% or$al. la (laoraci/# +( u# +i%(9o +( i#*(%&i'aci/# i#clu3( lo% %i'ui(#&(%)a%o%:
1" D(i#ici/# +( la i#or$aci/# #(c(%aria
2" A#5li%i% +( +a&o% %(cu#+ario%
" I#*(%&i'aci/# cuali&a&i*a4" TBc#ica% )ara la o&(#ci/# +( +a&o% cua#&i&a&i*o% ?(#cu(%&a. o%(r*aci/# 3
()(ri$(#&aci/#@
" Proc(+i$i(#&o% +( $(+ici/# 3 +( (%cala$i(#&o
L" Di%(9o +( cu(%&io#ario%
H" Proc(%o +( $u(%&r(o 3 &a$a9o +( la $u(%&ra
F" Pla# )ara (l a#5li%i% +( +a&o%
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E7 PAPE7 DE 7A INVESTIGACIN DE MERCADOSEN 7A TOMA DE DECISIONES DE MARETING
7a &ar(a +( la i#*(%&i'aci/# +( $(rca+o% (% (*aluar la%
#(c(%i+a+(% +( i#or$aci/# 3 )ro)orcio#ar a laa+$i#i%&raci/# co#oci$i(#&o% r(l(*a#&(%. )r(ci%o%.
co#ial(%. *5li+o%. 3 ac&ualiza+o% 3 ;u( )u(+a# ll(*ar%( a
la )r5c&ica"
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VA7OR DE 7A INVESTIGACIN DE MERCADOS PARA 7OSDIRECTIVOS EN 7A TOMA DE DECISIONES ESTRATGICAS
El )ri#ci)al *alor )ara lo% +ir(c&i*o% +( la i#*(%&i'aci/# +( $(rca+o% )ro*i(#( +( %u
aili+a+ )ara r(+ucir la i#c(r&i+u$r(" 7a i#*(%&i'aci/# '(#(ra i#or$aci/# ;u( acili&a la
&o$a +( +(ci%io#(% %or( (%&ra&('ia% 3 &5c&ica% +( $ar(&i#'"
El +(%arrollo 3 )u(%&a (# )r5c&ica +( u#a (%&ra&('ia +( $ar(&i#' i$)lica cua&ro (&a)a%:1" I+(#&iicaci/# 3 (*aluaci/# +( o)or&u#i+a+(%"
2" A#5li%i% +( %('$(#&o% +( $(rca+o 3 %(l(cci/# +( $(rca+o% o(&i*o"
" Pla#iicaci/# 3 ((cuci/# +(l $ar(&i#' $i ;u( %a&i%a'a la% #(c(%i+a+(% +( lo%
cli(#&(% 3 alca#c( lo% o(&i*o% +( la or'a#izaci/#"
4" A#5li%i% +( lo% r(%ul&a+o%"
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E7 PAPE7 DE 7A INVESTIGACIN DE MERCADOS
INVESTIGACION DE MERCADOS
E*aluar la%#(c(%i+a+(% +(
i#or$aci/#
Pro)orcio#ari#or$aci/#
To$ar+(ci%io#(% +(
$ar(&i#'
'rupos de clientes$ co#%u$i+or(%. ($)l(a+o%.accio#i%&a%. )ro*((+or(%
!actores ambientales nocontrolables$ (co#o$,a.&(c#olo',a. co$)(&(#cia.
l(3(% 3 r('ulacio#(%.
ac&or(% %ocial(% 3cul&ural(%. ac&or(%)ol,&ico%
!actores controlables delmarketing$ )ro+uc&o.a%i'#aci/# +( )r(cio%.
)ro$oci/#. +i%&riuci/#
'erentes de marketing$ %('$(#&aci/# +(l$(rca+o. %(l(cci/# +(l $(rca+o $(&a.
)ro'ra$a% +( $ar(&i#'. +(%($)(9o 3 co#&rol
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E7 SECTOR DE INVESTIGACIN DE MERCADOS
El %(c&or +( la i#*(%&i'aci/# +( $(rca+o% (%&5 or$a+o )or
)ro*((+or(% +( (%&( &i)o +( %(r*icio%" Ello% %u$i#i%&ra# la $a3or
)ar&( +( la i#or$aci/# r(;u(ri+a )ara &o$ar +(ci%io#(% +(
$ar(&i#'"
U# proveedor interno (% u# +()ar&a$(#&o +( i#*(%&i'aci/# +(
$(rca+o% +(#&ro +( la ($)r(%a"
7o% proveedores eternos %o# ($)r(%a% co#&ra&a+a% )ara
)ro)orcio#ar +a&o% +( la i#*(%&i'aci/# +( $(rca+o%"
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I#&(r#o%E&(r#o%
?%(c&or +( la i#*(%&i'aci/# +( $(rca+o%@
PROVEEDORES DE INVESTIGACION
S(r*icio% co$)l(&o%
Si#+ica+o%
E%&a#+ariza+o%
P(r%o#aliza+o%
Por i#&(r#(&
S(r*icio% li$i&a+o%
D( ca$)o
D( co+iicaci/# 3 ca)&ura +( +a&o%
A#al,&ico%
D( a#5li%i% +( +a&o%
S(r*icio% 3 )ro+uc&o% +( $arca
E7 SECTOR DE 7A INVESTIGACIN DE MERCADOS
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CRITERIOS PARA SE7ECCIONAR UNPROVEEDOR
1" 7a% ca)aci+a+(% +( lo% i#+i*i+uo% ;u( %( a%i'#ar5# al )ro3(c&o"
2" El 'ra+o +( (%)(cializaci/# r(;u(ri+o 3 %u$i#i%&ra+o"" Ca)aci+a+ &Bc#ica
4" Ori(#&aci/# a la '(r(#cia +( $ar(&i#'"
" E+ucaci/# +(l %&a"
L" Carac&(r,%&ica% i#+i*i+ual(% +(l )(r%o#al cla*("
H" I#%&alacio#(% ?&raao +( ca$)o. )roc(%a$i(#&o +( +a&o%. a#5li%i%@
F" E(c&i*i+a+.
" &ica"
10" aili+a+(% +( co$u#icaci/#
11" Ca)aci+a+ )ara cu$)lir lo% r(;u(ri$i(#&o% +( &i($)o"
12" 7ocalizaci/# c(rca +(l co$)ra+or )ara (%&al(c(r u#a co$u#icaci/# $5% +ir(c&a"
1" E%&aili+a+"
14" Co%&o +(l )ro3(c&o"
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VENTAJAS DE7 USO DE PROVEEDORES
1" El co%&o )u(+( %(r $(#or ;u( co#&ra&ar )(r%o#al a+icio#al 3 )a'ar lo% o&ro%co%&o% +( u# )ro3(c&o i#&(r#o"
2" 7o% co%&o% +(l )ro*((+or %o# u# co%&o *arial( )ara (l u%uario. $i(#&ra% ;u( (l
)(r%o#al i#&(r#o co#%&i&u3( u# 'a%&o io"
" 7o% )ro*((+or(% or(c(# aili+a+(% (%)(cial(% ;u( #o (%&5# +i%)o#il(% a #i*(l
i#&(r#o"
4" 7o% u%uario% +( %(r*icio% (&(r#o% $a#&i(#(# u#a 'ra# l(iili+a+. 3a ;u(
)u(+(# (%co'(r (l $(or )ro*((+or +i%)o#il( )ara u# &i)o (%)(c,ico% +(
)rol($a"
" 7o% )ro*((+or(% (&(r#o% &i(#(# $a3or o(&i*i+a+ 3. )or lo '(#(ral. #o (%&5#i#*olucra+o% (# la )ol,&ica +( )rol($a% (%)(c,ico%"
L" 7a ($)r(%a )a&roci#a+ora )u(+( )(r$a#(c(r (# (l a#o#i$a&o"
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DESVENTAJAS DE7 USO DE PROVEEDORES
1" E% )o%il( ;u( la ($)r(%a (&(r#a +( %(r*icio% #o (%&B co$)l(&a$(#&(
a$iliariza+a co# lo% o(&i*o% 3 lo% )rol($a% +( la ($)r(%a 3o i#+u%&ria"
2" Ei%&( u# ri(%'o. (# (%)(cial (# la )ri$(ra co$)ra ;u( %( ac( a u#
)ro*((+or. (# (l %(#&i+o +( ;u( la i#*(%&i'aci/# #o %( r(alic( i(# o a &i($)o
" a3 u# $a3or ri(%'o +( ;u( lo% r(%ul&a+o% +( lo% (%&u+io% o la% ac&i*i+a+(%
+( la ($)r(%a %(a# co#oci+o% )or lo% co$)(&i+or(%"
4" 7o% co%&o% )u(+(# %(r $5% al&o%. 3a ;u( lo% )ro*((+or(% +((# +(*(#'ar u#a
u&ili+a+ ;u( co#%i+(r( lo% )(r,o+o% i#ac&i*o% 3 lo% (%&u+io% ;u( '(#(r(#
)Br+i+a% (co#/$ica%"
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CMO 7A GERENCIA PUEDE O!TENER !UENOSRESU7TADOS DE 7A INVESTIGACIN
Au$(#&ar la )ar&ici)aci/# -a #i*(l +( &o$a +( +(ci%io#(%- (# (%)(cial (# la%(&a)a% i#icial(% +( la i#*(%&i'aci/#"
U&ilizar )ro*((+or(% co# )(r%o#al caliica+o"
R(*i%ar lo% )roc(+i$i(#&o% +( *ali+aci/# +( +a&o% +(l )ro*((+or"
Ma#&(#(r la (*aluaci/# co#&i#ua 3 u#a a)r(ciaci/# i#+i*i+ual +( %u% )ro*((+or(%" U&ilizar $5% +( u# )ro*((+or"
O&(#(r *aria% )ro)u(%&a% )ara ca+a )ro3(c&o"
Solici&ar lo% )u#&o% +( *i%&a +(l )ro*((+or %or( la% i$)lica#cia% +( lo% allaz'o%+( la i#*(%&i'aci/#"
I#*olucrar%( (# la% (%)(ciicacio#(% +( la &aulaci/# ?a#5li%i% +( +a&o%@" Co#%ul&ar co# a'(#cia% (&(r#a% ac(rca +( la r()u&aci/# +( la% a'(#cia%
(&(r#a% (# co#%i+(raci/#"
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E7 PAPE7 DE 7A INVESTIGACIN DEMERCADOS EN E7 SIM E7 SAD
U# sistema de informacin de marketing (SIM) (% u# co#u#&o or$aliza+o +(
)roc(+i$i(#&o% )ara '(#(raci/#. a#5li%i%. al$ac(#a$i(#&o 3 +i%&riuci/#
co#&i#uo% +( i#or$aci/# a ;ui(#(% &o$a# +(ci%io#(% +( $ar(&i#'"
7o% sistemas de apoo a las decisiones (S*+) %o# %i%&($a% i#&('ra+o% ;u(
i#clu3(# ar+Xar(. r(+(% +( co$u#icaci/#. a%(% +( +a&o%. a%(% +( $o+(lo%.
a%(% +( %o&Xar( 3 al u%uario +(l SAD ?la )(r%o#a ;u( +(ci+(@ ;u( r(#(# (
i#&(r)r(&a# la i#or$aci/# )ara la &o$a +( +(ci%io#(%"
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E7 SIM RENTE A7 SAD
SIM S*+
Prol($a% (%&ruc&ura+o% U%o +( i#or$(%
E%&ruc&ura r,'i+a Pr(%(#&aci/# r(%&ri#'i+a +( lai#or$aci/#
Pu(+( $(orar la &o$a +(+(ci%io#(% aclara#+o +a&o% %i#a#alizar
D( &(#+(#cia% co$(rcial(%"
Prol($a% #o (%&ruc&ura+o% U%o +( $o+(lo%
I#&(racci/# %(#cilla co# (lu%uario
A+a)&aili+a+ Pu(+( $(orar la &o$a +(
+(ci%io#(% u%a#+o (l a#5li%i%
co#+icio#al"
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,L -R%L,M* +, I/0,S1I'*"I2/ +, M,R"*+%S
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7AS AMI7IAS DE C7ASE MEDIA AN MEJORADOSUS INGRESOS 7AS ESTAD>STICAS
MACROECONMICAS ESTUDIOS UE SE ANREA7IADO A7 RESPECTO" AS> 7O DEMUESTRAN"
7AS TIENDAS DE DEPARTAMENTOS DE!ENINCREMENTAR SUS 7>NEAS DE NEGOCIOS PARA
7OS JVENESQ
PUEDEN IDENTIICAR DIVERSOS TIPOS DEC7IENTES ENTRE 7OS JVENES DE ESTE GRUPO
SOCIOECONMICOQU PRODUCTOS ACTUA7ES NUEVOS EST=N
EN CAPACIDAD DE SO7ICITARQ
7OS AECTAR= 7A ACTUA7 CRISISQ
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IMPORTANCIA DE 7A DEINICIN DE7 PRO!7EMA
7a +(i#ici/# +(l )rol($a %u)o#( )la#&(ar (l )rol($a ( i+(#&iicar lo% co$)o#(#&(%
(%)(c,ico% +(l )rol($a +( i#*(%&i'aci/# +( $(rca+o%"
La investigacin solo puede disearse conducirse de forma adecuada cuando el
problema a tratar se ha definido con claridad.
D( &o+a% la% &ar(a% (# u# )ro3(c&o +( i#*(%&i'aci/# +( $(rca+o%. #i#'u#a (% $5%
i$)or&a#&( )ara la %a&i%acci/# +( la% #(c(%i+a+(% +(l cli(#&( ;u( la +(i#ici/# a)ro)ia+a
+(l )rol($a +( i#*(%&i'aci/#" To+o (l. (%u(rzo. &i($)o 3 +i#(ro i#*(r&i+o% (# (%&(
)u#&o %(r5# i#ruc&uo%o%. %i (l )rol($a %( i#&(r)r(&a o %( +(i#( $al"
E7 PROCESO DE DEINICIN DE7 PRO!7EMA DESARRO77O
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Co#&(&o a$i(#&al +(l )rol($a
Tar(a% #(c(%aria%
DE7 ENOUE
Co#*(r%acio#(%co# ;ui(#(% &o$a#
+(ci%io#(%
E#&r(*i%&a% co# lo%()(r&o%
A#5li%i% +( +a&o%%(cu#+ario%
I#*(%&i'aci/#cuali&a&i*a
Pa%o 1: +(i#ici/# +(l )rol($a
Prol($a +( +(ci%i/# a+$i#i%&ra&i*a
Prol($a +( i#*(%&i'aci/# +( $(rca+o
Pa%o 2: (#o;u( +(l )rol($a
E7 PROCESO DE DEINICIN DE7 PRO!7EMA
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E7 PROCESO DE DEINICIN DE7 PRO!7EMA DESARRO77O DE7 ENOUE
Pa%o 2: E#o;u( +(l )rol($a
!a%(%o(&i*a%
&(/rica%
Pa%o : Di%(9o +( i#*(%&i'aci/#
Mo+(lo a#al,&ico:*(ral. 'r5ico.
$a&($5&ico
Pr('u#&a% +(i#*(%&i'aci/#
i)/&(%i%E%)(ciicaci/# +(
la i#or$aci/#
r(;u(ri+a
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TAREAS NECESARIAS
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DISCUSIONES CON UIENES TOMAN 7AS DECISIONES7a% co#*(r%acio#(% co# ;ui(#(% &o$a# +(ci%io#(%
?TI@ %o# +( %u$a i$)or&a#cia. 3a ;u( (%&a% )(r%o#a%
#(c(%i&a# (#&(#+(r (l )o&(#cial 3 la% li$i&acio#(% +(
la i#*(%&i'aci/#" 7a i#*(%&i'aci/# )ro)orcio#a
i#or$aci/# r(l(*a#&( )ara la% +(ci%io#(%
a+$i#i%&ra&i*a% )(ro #o or(c( %olucio#(% (# %,
)or;u( (%&a% r(;ui(r(# (l uicio +( lo% +ir(c&i*o%" A la
*(z. (l i#*(%&i'a+or #(c(%i&a co$)r(#+(r la
#a&ural(za +( la +(ci%i/# ;u( (#r(#&a# lo% '(r(#&(%
3 lo ;u( (%)(ra# ;u( la i#*(%&i'aci/# l(% i#or$("
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AUDITOR>A DE7 PRO!7EMA
7a au+i&or,a +(l )rol($a ri#+a u# $arco &il )ara
i#&(rac&uar co# ;ui(#(% &o$a# la% +(ci%io#(% (
i+(#&iicar la% cau%a% %u3ac(#&(% +(l )rol($a" 7a
au+i&or,a +(l )rol($a. co$o cual;ui(r o&ro &i)o +(
au+i&or,a. (% u# (a$(# (au%&i*o +( u# )rol($a +(
$ar(&i#' co# (l )ro)/%i&o +( (#&(#+(r %u ori'(# 3
#a&ural(za" E%&( )roc(%o i$)lica %o%&(#(r
co#*(r%acio#(% co# ;ui(#(% +(ci+(# %or( lo%
%i'ui(#&(% &($a%:
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AUDITOR>A DE7 PRO!7EMA
1" 7o% %uc(%o% ;u( ll(*aro# a +(ci+ir ;u( %( #(c(%i&aa u#aacci/#. o i(#. la i%&oria +(l )rol($a"
2" 7o% cur%o% al&(r#a&i*o% +( acci/# +( ;u( +i%)o#( la )(r%o#a ;u(&o$a la +(ci%i/#"
" 7o% cri&(rio% ;u( %( u&ilizar5# )ara (*aluar lo% cur%o%al&(r#a&i*o% +( acci/#"
4" 7a% accio#(% )o&(#cial(% ;u( (% )roal( ;u( %( %u'i(ra# a)ar&ir +( lo% allaz'o% +( la i#*(%&i'aci/#"
" 7a i#or$aci/# ;u( %( #(c(%i&a )ara r(%)o#+(r a la% )r('u#&a%+( ;ui(# &o$a la% +(ci%io#(%"
L" 7a $a#(ra (# ;u( la )(r%o#a ;u( &o$a la% +(ci%io#(% u%ar5
ca+a )i(za +( i#or$aci/# )ara +(ci+ir"H" 7a r(laci/# (#&r( la cul&ura cor)ora&i*a 3 la &o$a +( +(ci%io#(%
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CARACTER>STICAS DE UNA AUDITOR>A DE7PRO!7EMA
7a au+i&or,a +(l )rol($a i$)lica u#a a$)lia i#&(racci/# (#&r( (l i#*(%&i'a+or 3 la )(r%o#a ;u(+(ci+(. lo ;u( acili&a la +(i#ici/# +(l )rol($a al +(&(r$i#ar la% cau%a% %u3ac(#&(%" Para ;u(
la i#&(racci/# %(a ruc&,(ra +(( carac&(rizar%( )or lo% %i'ui(#&(% (l($(#&o%:
1" Co$u#icaci/#
2" Coo)(raci/#
" Co#ia#za
4" o#(%&i+a+
" C(rca#,a
L" Co#&i#ui+a+
H" Cr(a&i*i+a+
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ENTREVISTAS CON E
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AN=7ISIS DE DATOS SECUNDARIOS
7o% +a&o% %(cu#+ario% i#clu3(# i#or$aci/# ;u( %( o&u*o +( u(#&(%
)ri*a+a% 3 'u(r#a$(#&al(%. +( ($)r(%a% co$(rcial(% +(
i#*(%&i'aci/# +( $(rca+o% 3 +( a%(% +( +a&o% co$)u&ariza+a%" 7o%+a&o% %(cu#+ario% %o# u#a u(#&( (co#/$ica 3 r5)i+a +( i#or$aci/#
a#&(c(+(#&(" El a#5li%i% +( lo% +a&o% +i%)o#il(% (% u# )a%o (%(#cial
(# (l )roc(%o +( +(i#ici/# +(l )rol($a" No +((# r(caar%( +a&o%
)ri$ario% a%&a ;u( #o %( a3a# a#aliza+o )or co$)l(&o lo% +a&o%
%(cu#+ario%"
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INVESTIGACIN CUA7ITATIVA
7a investigacin cualitativa (% +( #a&ural(za ()lora&oria 3 #o (%&ruc&ura+a. %(
a%a (# )(;u(9a% $u(%&ra% 3 )u(+( u&ilizar &Bc#ica% cuali&a&i*a% )o)ular(% co$o
la% %(%io#(% +( 'ru)o ?(#&r(*i%&a% 'ru)al(%@ 3 (#&r(*i%&a% (# )rou#+i+a+
?(#&r(*i%&a% )(r%o#al(% ;u( ()lora# co# +(&all( lo% )(#%a$i(#&o% +(l
(#&r(*i%&a+o@" Ta$iB# a3 o&ra% &Bc#ica% +( i#*(%&i'aci/# ()lora&oria ?co$o la%
(#cu(%&a% )ilo&o 3 lo% (%&u+io% +( ca%o@ )ara o&(#(r i#or$aci/# %or( (l
(#/$(#o +( i#&(rB%" 7a% encuestas piloto %u(l(# %(r $(#o% (%&ruc&ura+a% ;u( la%
(#cu(%&a% a 'ra# (%cala. 3a ;u( )or lo '(#(ral co#&i(#(# $5% )r('u#&a% ai(r&a% 3
(l &a$a9o +( la $u(%&ra (% $uco $(#or" 7o% estudios de caso i$)lica# u#
(a$(# )rou#+o +( u#o% cua#&o% ca%o% %(l(ccio#a+o% +(l (#/$(#o +( i#&(rB%"
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CONTE
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CONTE
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ACTORES A CONSIDERAR EN E7 CONTE
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Pa%o 1: +(i#ici/# +(l )rol($a
Prol($a +( +(ci%i/# a+$i#i%&ra&i*a
Prol($a +( i#*(%&i'aci/# +( $(rca+o
Pa%o 2: (#o;u( +(l )rol($a
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PRO!7EMA DE DECISIN ADMINISTRATIVA PRO!7EMA DE INVESTIGACIN DE MERCADO
El )rol($a +( +(ci%i/# a+$i#i%&ra&i*a )r('u#&a lo ;u( +((
ac(r ;ui(# &o$a la% +(ci%io#(% (# &a#&o ;u( (l )rol($a +(
i#*(%&i'aci/# +( $(rca+o% )r('u#&a ;u( i#or$aci/# %(
#(c(%i&a 3 cu5l (% la $(or or$a +( o&(#(rla" E($)lo:
-roblema de decisin administrativa$ ;uB +((
ac(r%( )ara au$(#&ar la cli(#&(la +( To)i&o)Q
-roblema de investigacin de mercado$ I+(#&iicar
la% cuali+a+(% co$)ara&i*a% +( To)i&o) co# o&ra%
&i(#+a% +( +()ar&a$(#&o r(%)(c&o a ro)a"
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DEINICIN DE7 PRO!7EMA DE INVESTIGACIN DEMERCADO
7a r('la '(#(ral ;u( +(( %('uir%( al +(i#ir (l )rol($a +( i#*(%&i'aci/# +( $(rca+o% (% ;u( %u
+(i#ici/# +((:
1" P(r$i&ir ;u( (l i#*(%&i'a+or o&(#'a &o+a la i#or$aci/# ;u( %( r(;ui(r( )ara aor+ar (l
)rol($a +( +(ci%i/# a+$i#i%&ra&i*a. 3
2" Ori(#&ar al i#*(%&i'a+or (# la co#+ucci/# +(l )ro3(c&o"
7o% i#*(%&i'a+or(% co$(&(# +o% (rror(% co$u#(% (# la +(i#ici/# +(l )rol($a"
" El )ri$(ro %ur'( cua#+o (l )rol($a +( i#*(%&i'aci/# %( +(i#( +( or$a +($a%ia+o
a$)lia"
4" El %('u#+o &i)o +( (rror (% )r(ci%a$(#&( (l o)u(%&o: la +(i#ici/# +(l )rol($a +(
i#*(%&i'aci/# +( $(rca+o% (% +($a%ia+o (%&r(ca"
E7 PROCESO DE DEINICIN DE7 PRO!7EMA
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E7 PROCESO DE DEINICIN DE7 PRO!7EMA DESARRO77O DE7 ENOUE
E# (l )roc(%o +( +(%arrollar u# (#o;u(. #o +(( +( )(r+(r%( +( *i%&a la $(&a: lo%r(%ul&a+o%" El +(%arrollo +(l (#o;u( +(( i#cluir (#&r( %u% r(%ul&a+o% lo% %i'ui(#&(%co$)o#(#&(%: $arco o(&i*o &(/rico. $o+(lo a#al,&ico. )r('u#&a% +( i#*(%&i'aci/#.
i)/&(%i% 3 (%)(ciicaci/# +( la i#or$aci/# r(;u(ri+a"
!a%(%
o(&i*a% &(/rica%
Mo+(lo a#al,&ico:
*(ral. 'r5ico.$a&($5&ico
Pr('u#&a% +(i#*(%&i'aci/# i)/&(%i%
E%)(ciicaci/# +(
la i#or$aci/#r(;u(ri+a
Pa%o 2: E#o;u( +(l )rol($a
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MARCO O!JETIVO TERICO
E# '(#(ral la i#*(%&i'aci/# +(( a%ar%( (# (*i+(#cia o(&i*a 3 %u%&(#&ar%(
(# u#a &(or,a" U#a teor3a (% u# (%;u($a co#c()&ual ;u( %( ci$i(#&a (#
air$acio#(% u#+a$(#&al(% lla$a+a% axiomas. ;u( %( %u)o#( %o#
*(r+a+(ra%" 7a (*i+(#cia o(&i*a ?;u( #o (%&5 %(%'a+a 3 (%&5 a)o3a+a )or
allaz'o% ($),rico%@ %( r(#( r(co)ila#+o allaz'o% r(l(*a#&(% +( u(#&(%
%(cu#+aria%"
>
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MODE7O ANA7>TICO
U# $o+(lo a#al,&ico (% u# co#u#&o +( *arial(% 3 %u% i#&(rr(lacio#(%. +i%(9a+o )ara
r()r(%(#&ar. (# &o+o o )arcial$(#&(. al'# %i%&($a o )roc(%o r(al" 7o% $o+(lo%
)u(+(# a+o)&ar +i(r(#&(% or$a%" 7a% $5% co$u#(% %o# (%&ruc&ura% *(ral(%.
'r5ica% 3 $a&($5&ica%"
E# lo% modelos verbales. la% *arial(% 3 %u% r(lacio#(% %( ()o#(# (# )ro%a" Dico% $o+(lo%)u(+(# %(r %/lo u# r()la#&(a$i(#&o +( lo% )ri#ci)io% u#+a$(#&al(% +( u#a &(or,a"
7o% modelos gr#ficos %o# *i%ual(%" S( u&iliza# )ara a%ilar *arial(% 3 %u'(rir la +ir(cci/# +( la%
r(lacio#(% )(ro #o (%&5# +i%(9a+o% )ara )ro)orcio#ar r(%ul&a+o% #u$Brico%"
%&o% %o# )a%o% )r(li$i#ar(% l/'ico% (# (l +(%arrollo +( lo% modelos matem#ticos. ;u( ac(#u#a (%)(ciicaci/# ()l,ci&a +( la% r(lacio#(% (#&r( *arial(%. )or lo r('ular (# or$a +(
(cuaci/#"
E%&o% $o+(lo% )u(+(# u%ar%( co$o 'u,a )ara or$ular (l +i%(9o +( i#*(%&i'aci/# 3&i(#(# la *(#&aa ;u( )u(+(# $a#i)ular%("
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PREGUNTAS DE IDENTIICACIN
7a% )r('u#&a% +( i+(#&iicaci/# ?PI@ %o# )la#&(a$i(#&o% )(r(ccio#a+o% +( lo% co$)o#(#&(%
(%)(c,ico% +(l )rol($a"" Au#;u( lo% co$)o#(#&(% +(i#(# (l )rol($a (# &Br$i#o%
(%)(c,ico%. ;uiz5 %( #(c(%i&( $a3or +(&all( )ara +(%arrollar u# (#o;u(" E% )o%il( ;u(
ca+a co$)o#(#&( +(l )rol($a &(#'a ;u( +(%co$)o#(r%( (# )i(za% o )r('u#&a% +(
i#*(%&i'aci/#. la% cual(% i#+a'a# ;uB i#or$aci/# (%)(c,ica %( r(;ui(r( r(%)(c&o a lo%
co$)o#(#&(% +(l )rol($a"
=
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EJEMP7O !AS=NDOSE EN E7 CRECIMIENTO DE 7OSINGRESOS DE 7A C7ASE MEDIA
uB )ro+uc&o% ac&ual(% (%&5# (# ca)aci+a+
+( %olici&ar 3 ;u( o(r&a# (# la% &i(#+a%Q
%( &i(#( la $a3or,a +( $arca% ;u( )r(i(r(#
lo% /*(#(% +( (%&( %('$(#&oQ
uB )r(cio% (%&5# +i%)u(%&o% a%u$ir )or
ca+a &i)o +( )r(#+aQ
uB )ro+uc&o +( *(%&ir (% (l +( $a3or)r((r(#ciaQ
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IPTESIS
U#a i)/&(%i% ?@ (% u#a air$aci/# o u#a )ro)o%ici/# a# #o co$)roa+a ac(rca +(
u# ac&or o u# (#/$(#o ;u( (% +( i#&(rB% )ara (l i#*(%&i'a+or"
7a% i)/&(%i% *a# $5% all5 +( la% )r('u#&a% +( i#*(%&i'aci/# )or;u( %o# air$acio#(%
%or( la% r(lacio#(% o )ro)o%icio#(%. $5% ;u( $(ra% )r('u#&a% )ara la% cual(% %(
u%ca# r(%)u(%&a%" Mi(#&ra% la% )r('u#&a% +( i#*(%&i'aci/# %o# i#&(rro'a&i*a%. la%
i)/&(%i% %o# +(clara&i*a% 3 %u%c()&il(% +( %o$(&(r%( a u#a )ru(a"
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ESPECIICACIN DE 7A INORMACIN REUERIDA
Al (#ocar%( (# ca+a co$)o#(#&( +(l )rol($a. (#
(l $arco 3 lo% $o+(lo% a#al,&ico%. (# la% )r('u#&a%
+( i#*(%&i'aci/# 3 (# la% i)/&(%i%. (l i#*(%&i'a+or
)u(+( +(&(r$i#ar ;uB i#or$aci/# +((r,a
o&(#(r%( (# (l )ro3(c&o +( i#*(%&i'aci/# +(
$(rca+o%" E% &il r(alizar (%&( ((rcicio )ara ca+a
co$)o#(#&( +(l )rol($a 3 ac(r u#a li%&a ;u(
(%)(cii;u( &o+a la i#or$aci/# ;u( +((r(caar%("