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El SIM y la Investigación de Marketing Abril 2008
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Agenda 1. El Sistema de Información de Mercadotecnia (SIM). 2. La Investigación de mercados. 3. Fases más utilizadas 4. Técnicas de recopilación de datos. 5. Procedimiento en el desarrollo de una encuesta
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1. ¿Qué es un S.I.M? Conjunto de gente, equipamiento y procedimientos procedimient os para compartir, analizar, clasificar, evaluar y distribuir en tiempo, información relevante a los responsables de Marketing Le proporciona al ejecutivo un flujo
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Necesidad de un SIM •
•
•
La dirección tiene menos tiempo para la toma de decisiones. Las acciones de mercadotecnia son más complicadas. Consumidoress con más alternativas y más Consumidore exigentes.
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2. Investigación de Mercados Es la búsqueda y análisis sistemático y objetivo de la información relevante para la identificación identificaci ón y solución de cualquier problema en el campo de marketing. Green y Tull
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¿Para qué? •
•
Anticipar las necesidades del consumidor y cambios en el mercado. Entender mejor que pasa en el mercado (5Cs) para –
–
–
•
Detectar oportunidades Proteger la compañía de amenazas externas. Seguimiento de objetivos
Reducir incertidumbres y riesgos
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¿Cuándo? La investigación de mercados es cara, antes de realizarla hay que tener en cuenta:
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Temas de Investigación de mercados •
•
Actitudes hacia un producto Experimentos de precio
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Temas de Investigación de Mercados •
Analizar comportamiento de compra (quién compra, usa, paga) Obtener información sobre los colaboradores
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Proceso de Investigación Objetivo de la investigación
Determinación fuentes de información
Diseño método de
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Fuentes de Información •
•
Secundarias Primarias
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3.Fases más utilizadas
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3.1. Exploratoria
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3.2. Concluyente o Confirmato Confirmatoria ria
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3.2.1. Descriptiva
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3.2.2. Causal
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5. Procedimiento en el desarrollo de una Encuesta 5.1 Definición del objetivo de la investigación. 5.2 Establecimiento de la muestra. 5.3 Diseño del cuestiona cuestionario. rio. 5.4 Administración de la obtención de datos. 5.5 Preparación del informe y seguimiento.
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5.1. Definición del objetivo de la organización •
•
•
•
Conocer el comportamiento del consumidor. Estimar la demanda. Conocer la competenc competencia ia Evaluar el producto.
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5.2.Muestreo •
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Población o universo: El censo considera el total de elementos. Parte de la población: El muestreo considera solo parte de la población. Hay que definir la unidad de muestreo. Hay que definir el parámetro (atributo que se busca conocer).
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Ventajas del muestreo •
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•
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Costo Tiempo Control Eficiencia en uso de recursos
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Procedimiento de Muestreo Probabilístico
No probabilístico
- Simple
- Cuotas
- Sistemático
- Conveniencia
- Estratificado
- Criterio
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Tamaño de la Muestra Considerando el universo: n = pq = (0.5) (0.5) e2 + pq (0.5)2 + (0.5)(0.5)
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5.3.Elaboración 5.3.Elabor ación del cuestionario •
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Definir tipo de cuestionario Definir temas y preguntas individuales
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Tipo de Pregunta •
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Abierta Cerrada
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