{"id":4370,"date":"2019-02-13T10:36:17","date_gmt":"2019-02-13T15:36:17","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=4370"},"modified":"2019-02-13T11:30:53","modified_gmt":"2019-02-13T16:30:53","slug":"investigacion-de-marketing","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/investigacion-de-marketing\/","title":{"rendered":"Investigaci\u00f3n de Marketing"},"content":{"rendered":"<p>Primero, y para poder hablar de la investigaci\u00f3n de marketing, debemos definir cual es el objetivo de la misma y aclarar su diferencia con la investigaci\u00f3n de mercado, con la cu\u00e1l la solemos confundir. Las dos, tanto la investigaci\u00f3n de marketing como la investigaci\u00f3n de mercado, generan una base para la toma de decisiones de nuestro negocio y nos llevan a determinar cual ser\u00e1 el camino por el que debemos seguir.<\/p>\n<p>Primero, la <strong>investigaci\u00f3n de marketing<\/strong>, seg\u00fan <a href=\"https:\/\/rockcontent.com\/es\/blog\/investigacion-de-marketing-y-de-mercados\/\">rockcontent<\/a> (2018) es el proceso estructurado de an\u00e1lisis, recolecci\u00f3n, almacenamiento y distribuci\u00f3n de datos e <strong><em>informaci\u00f3n, externos o internos a la organizaci\u00f3n de un grupo espec\u00edfico<\/em><\/strong> y por los cuales\u00a0es posible obtener\u00a0insights que ayudar\u00e1n a perfeccionar las actividades ejecutadas, la satisfacci\u00f3n de determinados clientes y la relaci\u00f3n del p\u00fablico con las campa\u00f1as.<\/p>\n<p>Por otro lado, la\u00a0<strong>investigaci\u00f3n de mercado\u00a0<\/strong>se puede definir como la recopilaci\u00f3n y an\u00e1lisis de <em><strong>informaci\u00f3n\u00a0<\/strong><strong>tanto de la empresa como del mercado<\/strong><\/em>; al inicio en la conformaci\u00f3n de la empresa para conocer el contexto de inter\u00e9s y de esta manera tomar decisiones m\u00e1s acertadas, y m\u00e1s adelante, como una evaluaci\u00f3n de percepci\u00f3n del cliente\/usuario con el producto o servicio que nuestro negocio ofrece.<\/p>\n<p>&nbsp;<\/p>\n<blockquote>\n<h3><em><strong>\u00abLa mejor manera de diferenciar a los dos, es comprender que\u00a0la investigaci\u00f3n de marketing se\u00a0trata realmente de investigar el proceso de comercializaci\u00f3n de una empresa, no solo a qui\u00e9n se dirigen\u00bb<\/strong><\/em><\/h3>\n<\/blockquote>\n<p>&nbsp;<\/p>\n<p>Para llevar a cabo una investigaci\u00f3n de marketing, debemos tener presentes 9 pasos que nos llevaran a obtener mejores resultados y as\u00ed ser m\u00e1s determinantes y asertivos con las decisiones que tomemos.<\/p>\n<p>Lo primero que debemos hacer, es <strong>definir el problema<\/strong>, este pondr\u00e1 sobre la mesa cual es el enfoque de la investigaci\u00f3n y con que objetivo la iniciamos. Preg\u00fantese: \u00bfqu\u00e9 es lo que quiero solucionar? \u00bfcu\u00e1les son las necesidades de mis clientes? \u00bfc\u00f3mo y por qu\u00e9 tienen ese comportamiento?\u00a0En segunda instancia debe <strong>determinar la metodolog\u00eda<\/strong> para realizar la investigaci\u00f3n, \u00bfde qu\u00e9 manera indagar\u00e1 y recolectara la informaci\u00f3n que necesita?<\/p>\n<p>El siguiente paso es <strong>definir el m\u00e9todo de muestra<\/strong> a usar, \u00bfcu\u00e1l es el grupo de personas determinantes en el problema? \u00bfSer\u00e1 un\u00a0muestreo aleatorio, un muestreo que contenga un elemento similar o un muestreo natural? Determine a quien y por qu\u00e9 es ese grupo son relevantes en su investigaci\u00f3n. M\u00e1s adelante y no tan lejano al paso anterior, usted deber\u00e1 precisar <strong>c\u00f3mo\u00a0analizar\u00e1 los datos<\/strong> que va a recolectar, sea puntual con la precisi\u00f3n de los resultados que necesita y si es determinante usar un software.<\/p>\n<p>A continuaci\u00f3n debe <strong>determinar el presupuesto y el periodo de tiempo<\/strong> que le tomar\u00e1 la investigaci\u00f3n, para de esta manera realizar una proyecci\u00f3n de qu\u00e9 y en qu\u00e9 momento debe realizar las diferentes actividades y obtener resultados.\u00a0 R<strong>ecopile la informaci\u00f3n y analice los datos<\/strong>, <strong>verifique los errores<\/strong> que existen y por ultimo saque conclusiones y<strong> realice un informe<\/strong> donde plasme los hallazgos de la investigaci\u00f3n, la metodolog\u00eda y los resultados obtenidos en cada parte del proceso.\u00a0Sus hallazgos deben conducir a una soluci\u00f3n al problema que\u00a0identific\u00f3.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-4373 alignright\" src=\"http:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2019\/02\/PROCESO-de-INVESTIGACI\u00d3N-de-MERCADOS-300x194.png\" alt=\"\" width=\"296\" height=\"191\" srcset=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2019\/02\/PROCESO-de-INVESTIGACI\u00d3N-de-MERCADOS-300x194.png 300w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2019\/02\/PROCESO-de-INVESTIGACI\u00d3N-de-MERCADOS-620x400.png 620w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2019\/02\/PROCESO-de-INVESTIGACI\u00d3N-de-MERCADOS-85x54.png 85w\" sizes=\"auto, (max-width: 296px) 100vw, 296px\" \/><\/p>\n<blockquote>\n<h3><em>\u00abLa investigaci\u00f3n de marketing le permitir\u00e1\u00a0impulsar y controlar la<br \/>\n<\/em><em>comunicaci\u00f3n con el cliente actual y futuro, identificar\u00a0oportunidades y disminuir el riesgo\u00bb<\/em><\/h3>\n<\/blockquote>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Primero, y para poder hablar de la investigaci\u00f3n de marketing, debemos definir cual es el objetivo de la misma y aclarar su diferencia con la investigaci\u00f3n de mercado, con la cu\u00e1l la solemos confundir. Las dos, tanto la investigaci\u00f3n de marketing como la investigaci\u00f3n de mercado, generan una base para la toma de decisiones de [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":4376,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[60],"tags":[127,128],"class_list":["post-4370","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos","tag-atencion","tag-destacado"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Investigaci\u00f3n de Marketing | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/investigacion-de-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Investigaci\u00f3n de Marketing | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Primero, y para poder hablar de la investigaci\u00f3n de marketing, debemos definir cual es el objetivo de la misma y aclarar su diferencia con la investigaci\u00f3n de mercado, con la cu\u00e1l la solemos confundir. 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