Antes de iniciar con las etapas del proceso de la investigación de mercados, quiero enfatizar en la aclaración que realizo el profesos Gonzalo, donde comento los diferentes tipos de investigaciones que existen: investigativas, causales y exploratorias, de ellas se sacan resultados cuantitativos, cualitativos y de causa – efecto.
Pero también quiero anotar lo siguiente: “El proceso de Investigación de Mercados es muy importante porque permite conocer mejor los mercados, sus personas y sus deseos y necesidades. Sin embargo, es importante, tener presente que nada asegura del todo el éxito de un determinado producto o servicio. Esta herramienta de mercadeo, permite disminuir el riesgo asociado a las acciones de marketing”. Como lo comenta el profesor Gonzalo.
Entonces allí veo que la investigación de mercado es una herramienta de la cual se sacan muchos resultados tanto cuantitativos como cualitativos pero a su vez se debe tener claro que este procedimiento no asegura el éxito total pero si disminuye el riesgo en una toma de decisiones frente al marketing.
Luego de tener esta claridad me gustaría hacer énfasis en la teoría sobre el proceso de investigación:
Un proceso de investigación de mercados tiene los siguientes pasos:
- Definición del problema y de los objetivos: En este primer paso es donde se definen objetivos claros, precisos y concretos.
- Desarrollar el plan de investigación: Los pasos son:
Inicialmente definir las fuentes de información
Los métodos (observaciones, focus group, encuestas).
Los instrumentos de la investigación (cuestionarios, mediciones cualitativas, instrumentos mecánicos) – Esta fue una pregunta del cuestionario J
El plan de muestreo: aquí se define público objetivo, cantidad de personas de la muestra y el procedimiento del muestreo.
- Recolección de la información: Aquí se implementa el plan definido para recolectar la información, este paso es el más costoso y el que puede llegar a presentar mayor grado de error. Como lo comenta Ingrid en el foro.
- Análisis de la información recolectada.
- Presentación de los resultados. Y finalmente, la toma de decisiones.
Es importante resaltar que una investigación de mercados exitosa genera valor a la empresa alcanzando los logro de objetivos establecidos en la estrategia de marketing.
Dentro del procedimiento de muestreo podemos tener dos opciones y la diferencia entre ellas es:
- Muestreo Probabilístico: cuando cada elemento de la población tiene una posibilidad conocida de ser seleccionado para la muestra. Pregunta del cuestionario J .
- Muestreo no probabilístico: la selección de un elemento de la población que va a formar parte de la muestra se basa hasta cierto punto en el criterio del investigador o entrevistador de campo. Aquí no se puede calcular el error muestral pues no hay una posibilidad conocida de que se seleccione cualquier elemento particular de la población.
Por otro lado, los factores que tienen mayor influencia en el comportamiento de compra del consumidor son los culturales, sociales y personales, pues conociendo estos factores sabremos con lujo de detalle sus comportamientos de compra.
Los factores culturales influyen de manera importante en el comportamiento de compra de un consumidor. La cultura es el determinante fundamental en los deseos y comportamientos de una persona. Los factores sociales, como los grupos de referencia, familia, roles sociales y estatus. Los Grupos de referencia son los que tienen influencia directa (familia, amigos, compañeros de trabajo) o indirecta en las actitudes o comportamientos. Estos grupos crean presiones que pueden influir en la elección de productos o marcas: Querer tenerlos o rechazarlos. La familia es el grupo de referencia más influyente que tenemos.
“Por lo tanto, podemos decir que los factores que más influyen en la conducta del consumidor dependen en gran medida del mercado en que estén esos consumidores.” Anotación realizada por el profesor Gonzalo.
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