{"id":3844,"date":"2021-11-29T19:52:59","date_gmt":"2021-11-29T19:52:59","guid":{"rendered":"https:\/\/luminos.com.mx\/blog\/?p=3844"},"modified":"2022-02-01T05:49:06","modified_gmt":"2022-02-01T05:49:06","slug":"tipos-de-investigacion-de-mercados-mas-comunes","status":"publish","type":"post","link":"https:\/\/luminos.com.mx\/blog\/tipos-de-investigacion-de-mercados-mas-comunes\/","title":{"rendered":"Tipos de Investigaci\u00f3n de Mercados m\u00e1s comunes"},"content":{"rendered":"<h1>Los tipos de investigaci\u00f3n de mercados m\u00e1s comunes<\/h1>\n<p>Inicialmente la definici\u00f3n de la investigaci\u00f3n de mercados es la <em><strong>b\u00fasqueda sistem\u00e1tica y objetiva; y el an\u00e1lisis de de informaci\u00f3n relevante para la identificaci\u00f3n de oportunidades y soluci\u00f3n de problemas<\/strong><\/em> en el campo de cualquier actividad de Mercadotecnia.<\/p>\n<blockquote><p>T\u00e9cnica o herramienta sistem\u00e1tica y objetiva que apoya la planeaci\u00f3n y la toma de decisiones.<\/p><\/blockquote>\n<h2>\u00bfQu\u00e9 caracter\u00edsticas debe tener la informaci\u00f3n de una buena investigaci\u00f3n de mercados?<\/h2>\n<p>Una <em><strong>buena investigaci\u00f3n de mercados debe cumplir con cuatro caracter\u00edsticas<\/strong><\/em> de vital importancia, ya que,\u00a0 al no contar con alguna de ellas la informaci\u00f3n no es valiosa.<\/p>\n<ul>\n<li><strong>Relevante<\/strong>: Funciona para resolver el problema.<\/li>\n<li><strong>Oportuna:<\/strong> Tiempo ideal, se debe tener cuando se tome la decisi\u00f3n, no despu\u00e9s.<\/li>\n<li><strong>Eficiente\/Actual:<\/strong> Datos al d\u00eda, informaci\u00f3n reciente con un m\u00e1ximo de 5 a\u00f1os.<\/li>\n<li><strong>Exacta:\u00a0<\/strong>Mientras m\u00e1s importantes es la decisi\u00f3n, m\u00e1s exacta debe ser la informaci\u00f3n.<\/li>\n<\/ul>\n<h2>\u00bfCu\u00e1les son los tipos de investigaci\u00f3n de mercados m\u00e1s comunes?<\/h2>\n<p>Los<strong> tipos de investigaci\u00f3n de mercados m\u00e1s comunes<\/strong> se engloban en cuatro grandes objetivos o enfoques para el \u00e1rea de estudio.<\/p>\n<h3>1.- Investigaci\u00f3n del Producto.<\/h3>\n<p>Utilizada generalmente para obtener datos sobre:<\/p>\n<ul>\n<li>Dise\u00f1o de empaque, etiqueta.<\/li>\n<li>Prueba de mercado.<\/li>\n<li>Evaluaci\u00f3n de la rentabilidad. (productos actuales)<\/li>\n<li>Mezcla de productos<\/li>\n<\/ul>\n<h3>2.- Investigaci\u00f3n del Cliente (consumidor).<\/h3>\n<p>Utilizada generalmente para obtener datos sobre:<\/p>\n<ul>\n<li>Conducta del comprador<\/li>\n<li>Lealtad de consumo<\/li>\n<li>Actitud del cliente<\/li>\n<\/ul>\n<h3>3.- Investigaci\u00f3n de Ventas.<\/h3>\n<p>Utilizada generalmente para obtener datos sobre:<\/p>\n<ul>\n<li>An\u00e1lisis de vol\u00famenes de ventas<\/li>\n<li>Participaci\u00f3n de ventas por la competencia.<\/li>\n<li>Estudios sobre mercado potencial.<\/li>\n<li>Establecimiento de cuotas a vendedores.<\/li>\n<li>Cobertura de distribuci\u00f3n territorial.<\/li>\n<\/ul>\n<h3>4.- Investigaci\u00f3n Publicitaria y Promocional.<\/h3>\n<p>Utilizada generalmente para obtener datos sobre:<\/p>\n<ul>\n<li>Investigaci\u00f3n motivacional.<\/li>\n<li>Efectividad del presupuesto invertido en publicidad.<\/li>\n<li>Estudios de efectividad (recordaci\u00f3n de anuncios).<\/li>\n<\/ul>\n<h2>\u00bfCu\u00e1ndo se debe realizar una investigaci\u00f3n de mercados?<\/h2>\n<p>Cuando hay falta de recursos, en caso de que los resultados obtenidos no son \u00fatiles (reportes internos), cuando se tiene escasez de tiempo en el mercado.<\/p>\n<p>Tambi\u00e9n es vital cuando las decisiones importantes est\u00e1n casi tomadas o bien, cuando la empresa con concuerdan sobre sus necesidades de informaci\u00f3n para hacer toma de decisiones.<\/p>\n<p>Finalmente, los requisitos para que una empresa tenga un concepto de mercado son:<\/p>\n<ol>\n<li>Planear y operar en funci\u00f3n del cliente.<\/li>\n<li>Evaluaci\u00f3n en funci\u00f3n de las utilidades.<\/li>\n<li>Coordinaci\u00f3n total de las actividades en relaci\u00f3n al concepto de mercado.<\/li>\n<\/ol>\n<p>La investigaci\u00f3n de mercados es la manera en que una <strong>empresa pasa de ser reactiva a ser proactiva.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Los tipos de investigaci\u00f3n de mercados m\u00e1s comunes Inicialmente la definici\u00f3n de la investigaci\u00f3n de mercados es la b\u00fasqueda sistem\u00e1tica y objetiva; y el an\u00e1lisis de de informaci\u00f3n relevante para la identificaci\u00f3n de oportunidades y soluci\u00f3n de problemas en el campo de cualquier actividad de Mercadotecnia. T\u00e9cnica o herramienta sistem\u00e1tica y objetiva que apoya la [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3845,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[48,54],"tags":[61,64],"class_list":["post-3844","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-investigacion-de-mercados","category-marketing-sales","tag-investigacion-de-mercados","tag-market-research"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tipos de Investigaci\u00f3n de Mercados m\u00e1s comunes &#187; L\u00faminos Marketing<\/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:\/\/luminos.com.mx\/blog\/tipos-de-investigacion-de-mercados-mas-comunes\/\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tipos de Investigaci\u00f3n de Mercados m\u00e1s comunes &#187; L\u00faminos Marketing\" \/>\n<meta property=\"og:description\" content=\"Los tipos de investigaci\u00f3n de mercados m\u00e1s comunes Inicialmente la definici\u00f3n de la investigaci\u00f3n de mercados es la b\u00fasqueda sistem\u00e1tica y objetiva; y el an\u00e1lisis de de informaci\u00f3n relevante para la identificaci\u00f3n de oportunidades y soluci\u00f3n de problemas en el campo de cualquier actividad de Mercadotecnia. 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