INVESTIGACIÓN DE MERCADOS UDIMA

Summary

This introductory video script outlines the comprehensive process of market research, emphasizing its systematic, objective nature crucial for informed marketing decisions. It covers the sequence from problem formulation to data analysis and reporting, highlighting the importance of both primary and secondary data sources. The script illustrates the use of qualitative and quantitative techniques, providing examples of their application in gathering insights and shaping marketing strategies.

Takeaways

• 📚 The video is an introduction to the subject of market research, aiming to provide a holistic view of the main techniques and tools used in commercial research.
• 🔍 Market research is defined as the process of obtaining and seeking necessary information for marketing decision-making.
• 📝 The research process should follow a sequence of established phases to ensure clear and objective conclusions, starting with problem formulation and ending with reporting results and conclusions.
• 🛠️ Both qualitative and quantitative techniques and tools are used in market research, depending on the identified problem.
• 📊 The analysis of information in market research can involve subjective interpretation from qualitative techniques or multivariate data analysis from quantitative techniques.
• 🔑 The characteristics of commercial research as a process should be systematic, objective, informative, and aimed at marketing decision-making.
• 📈 The information provided by market research should be reliable, homogeneous, current, and relevant, with reliability concerning data sources and treatment.
• 📚 Information sources for market research are primarily primary and secondary, with secondary sources being more readily available and less costly.
• 🏢 Secondary sources can be internal (within the company) or external (from outside publications, reports, etc.), providing existing information for analysis.
• 📝 Primary sources involve collecting specific data for the research problem using qualitative or quantitative techniques, such as focus groups, in-depth interviews, surveys, experiments, or observations.
• 🔑 Qualitative research is characterized by its direct or indirect approach, non-representative sampling, and subjective, rich, and deep data that is not statistically processable.
• 📊 Quantitative research, on the other hand, provides representative, quantifiable data suitable for statistical analysis, leading to objective interpretations.
• 💡 The video script also includes examples of how to apply both qualitative and quantitative research techniques, such as focus groups and in-depth interviews for qualitative insights, and surveys for quantitative data collection.

Q & A

What is the main purpose of market research as described in the script?

The main purpose of market research is to obtain and seek the necessary information for marketing decision-making.

What are the key phases of the market research process mentioned in the video?

The key phases are problem formulation, research design, fieldwork data collection and treatment, data analysis, and reporting results and conclusions.

What are the characteristics of commercial research as a process?

Commercial research should be systematic, objective, informative, and oriented towards marketing decision-making.

What are the main types of information sources used in market research?

The main types of information sources are primary and secondary sources.

What are some examples of secondary internal information sources?

Examples of secondary internal information sources include sales data, customer contracts, profit margins, and the company's financial statements.

How does the script describe the use of secondary external information sources?

Secondary external information sources are those provided by entities outside the company, such as statistical publications, reports from ministries and universities, and are available either for free or for a fee.

What is the difference between primary qualitative and quantitative information sources?

Primary qualitative information sources use tools like focus groups and in-depth interviews, which provide subjective interpretations of data. Primary quantitative information sources use tools like surveys, experiments, or observations, which provide objective, quantifiable data.

Why are primary sources of information important in market research?

Primary sources of information are important because they provide specific data tailored to the research problem, offering insights that are not available from secondary sources.

What are some advantages and disadvantages of using secondary external information sources?

Advantages include availability, low cost, and ease of collection since the information already exists. Disadvantages include the generic nature of the information, which may not be specific to the research problem, and potential concerns about the reliability of the data.

How does the script differentiate between qualitative and quantitative research methods?

Qualitative research methods are characterized by non-representative samples, unstructured data collection, and subjective interpretation. Quantitative research methods involve structured questionnaires, probabilistic sampling, and objective statistical analysis.

What are some applications of qualitative research techniques mentioned in the video?

Qualitative research techniques are used for product design, understanding added-value services, exploring product functionalities, decision-making in marketing mix elements, and customer satisfaction surveys.