Tesis Barrientos

7/21/2019 Tesis Barrientos

1/71

Marzo - Julio 2014

Ciclo VI

CURSO:

INVESTIGACION DE MERCADOS


2/71

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")("


3/71

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$)o. )r()araci/# 3 a#5li%i% +( +a&o%. )r()araci/# 3 )r(%(#&aci/# +(l i#or$("


4/71

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


5/71

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"


6/71

!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 ))"


7/71

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%


8/71

TEMA UNO:7A INVESTIGACIN DE MERCADOS 7A

IDENTIICACIN DE7 PRO!7EMA


9/71

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


10/71

MARETING


11/71

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/#"


12/71

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


13/71

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"


14/71

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"


15/71

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"


16/71

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"


17/71

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%@


18/71

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"


19/71

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/#"


20/71

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


21/71

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%"


22/71

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("


23/71

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


24/71

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%"

www.apeim.com.pe
http://www.apeim.com.pe/http://www.apeim.com.pe/


25/71

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


26/71

INVESTIGACIN DEMERCADOS


27/71


28/71

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.

http://www.marketingpower.com/Pages/default.aspx
http://www.marketingpower.com/Pages/default.aspxhttp://www.marketingpower.com/Pages/default.aspx


29/71

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

http://mgt.gatech.edu/directory/faculty/malhotra/index.html
http://mgt.gatech.edu/directory/faculty/malhotra/index.htmlhttp://mgt.gatech.edu/directory/faculty/malhotra/index.htmlhttp://mgt.gatech.edu/directory/faculty/malhotra/index.html


30/71

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"


31/71

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/#


32/71

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%"


33/71

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$(


34/71

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%


35/71

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"


36/71

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%"


37/71

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


38/71

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%"

http://www.datum.com.pe/
http://www.datum.com.pe/http://www.datum.com.pe/


39/71

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


40/71

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"


41/71

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"


42/71

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%"


43/71

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/#"


44/71

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#(%"


45/71

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"


46/71

,L -R%L,M* +, I/0,S1I'*"I2/ +, M,R"*+%S


47/71

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


48/71

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


49/71

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


50/71

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


51/71

TAREAS NECESARIAS


52/71

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$("


53/71

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%:


54/71

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#(%


55/71

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+


56/71

ENTREVISTAS CON E


57/71

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%"


58/71

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%"


59/71

CONTE


60/71

CONTE


61/71

ACTORES A CONSIDERAR EN E7 CONTE


62/71

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


63/71

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"


64/71

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


65/71

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


66/71

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%"

>


67/71

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%("


68/71

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"

=


69/71

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


70/71

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"


71/71

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%("

Documents

Tesis Barrientos