Definir el problema y los objetivos: Lo más difícil para una idea de negocio es trasladar el deseo del mismo a los requerimientos de información importante, de allí que en múltiples ocasiones, el problema no queda lo suficientemente delimitado o no tiene el enfoque necesario para que los datos que suministre el estudio sean realmente útiles. Por lo general se plantea en cuanto a datos que determinen factibilidad (resultados financieros) mas no perfiles, necesidades y mucho menos segmentos.
Desarrollar el plan de la investigación: Lo fundamental en este aspecto es la selección de la técnica. La mayoría de las veces en el ejercicio académico se recurre al cuestionario, sin tener en cuenta que la efectividad del estudio puede estar dada no por el diseño de un buen cuestionario, sino por la mezcla de varias técnicas.
Recopilar la información: es la parte que motiva al estudiante a continuar con el proceso, dado que la aplicación personal del instrumento, le permite recabar no solo datos que al tabular corresponderán a una investigación cuantitativa, sino también apreciar actitudes de lenguaje corporal, disponibilidad y caracterización del mercado potencial, lo que enriquece el proceso y estimula a continuarlo.
Analizar la información: Realmente en la academia la mayoría de las veces se llega de manera efectiva y concienzuda hasta la tabulación. El análisis es algo que no todas las veces surte el efecto deseado y que empieza a crear los vacios y paradigmas a cerca de estos estudios, donde se cree que son solo informativos y poco funcionales.
Presentar los resultados: Generalmente la persona o entidad que requiere el estudio, delega la investigación del mercado. Cuando se presentan los resultados generalmente no llenan las expectativas por mostrar resultados de poco interés y lo más grave quizás, omitir datos importantes. De allí que la labor del marketing debe estar muy ligada en todas sus fases con la gerencia para que los informes correspondan a las necesidades de quien necesita el estudio, y no a las apreciaciones de quien lo aplica.
Tomar la decisión: La cultura empresarial latina es muy arraigada a su historia y experiencia, y aunque a veces se recurra a la investigación de mercados, la mayoría de las decisiones están más influenciadas por la experiencia y visión gerencial ( con más frecuencia en empresas familiares y de tradición) que en proyecciones de tipo técnico. Así que, no solo es necesario capacitar nuestro medio en las técnicas de marketing más avanzadas, sino desarrollar en nuestro entorno la cultura de la aplicabilidad del marketing y sus poderosos efectos.
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