La investigación cualitativa y lacuantitativa en la mercadotecnia
Type in the name of your organization and press Enter.
Investigación Cualitativa
If you win the investment or support that you need, where will you start?
Encuestas, Escalas de actitud, Diseños experimentales, análisis circustanciales
Corta duración
Crea una mayor flexiblidad y solo abarca muestras pequeñas
Encuentas
- How will you manage risk in your plan? What could go wrong?
- How are you planning to reduce the chances of a problem occurring?
- How are you planning to reduce the impact if it does?
Add a risk.
Preguntas cerradas y muy especificas
Tipo de Investigación
Exploratoria
- What are the next steps in your plan?
- If you win support, where will you begin?
- If you don't, what is your backup plan?
Add the next step.
Caracter Innovador
Descubrir nuevas oportunidades y necesidades para crear información preeliminar.
What are the key points in the implementation of your plan? How will you know that you are making real progress?
Think about:
- Signing key agreements and contracts
- Appointing new staff
- Completing development and design work
- Events and campaigns
- First production
- First sales
- First press coverage and reviews
Add a milestone.
Tecnicas Cualitativas
You will need credible forecasts of profitability and strategic benefits if you are proposing investment in your business.
Canalizada
Se enfoca en un mercado específico para obtener el mayor provecho de él.
Your breakeven analysis should show the minimum level of achievement that is still survivable. If operations go below breakeven, then you will need to take evasive action. Make forecasts for:
- Survival-level costs and expenses
- What could be delayed or dropped from the plan to reduce costs
- Worst cases for implementation delays and cost overruns
- Minimum sales performance
Monitoreo
Crea estrategias arbitrarias para distintos tipos de aplicaciones
Your profit and loss (or income) forecasts should detail where, when and how profitability will be achieved.
Add a highlight from your Profit and Loss forecast.
Consider making forecasts for year 1, year 2 and year 3 of your plan.
Posicionamiento
Ayuda a crear o mantener el posicionamiento de un producto, marca o servicio.
How will your balance sheet change as a result of this initiative?
- What new assets will you gain?
- What liabilities will you take on?
- How will the ownership of equity change?
Add a key point from the balance sheet forecast.
Variables
Identifica distintas variables que nos permitan crear una nueva forma de medición
How will your costs base change as a result of your initiatives? Think about:
- Changes in fixed costs and overheads
- Changes in variable costs with volume
- Changes in variable costs with better equipment, better processes or better product design
- Changes in materials costs with volume
Add a key point from the costs forecast.
Implementación
Confía en que sus resultados pueden ayudar a identificar oportunidades
How will sales increase as a result of your initiatives? Think about:
- Increased sales volume
- Increased average value of sales
- Increased sales to existing customers
- Opening up new markets and segments
Add a key point from the sales forecast.
Tecnicas Cuantitativas
Provide your investors with a clear picture of your business: how it is structured, who owns it, who runs it, and how it is doing so far?
Tecnicas
Entrevistas, Grupos Foco, Estudios etnográficos y de caso. Se apoyan de medios tradicionales así como implementaciones tecnológicas.
Monitorea
Los resultados obtenidos de las implementaciones estrategicas
Who are the key members of your management team, and what are their skills and experience?
Cientifica
Se apoya de estudios matemáticos para la interpretación y tabulación de datos
Add some information about the capital finance situation at your company.
- Who owns your company? Are you part owned by anyone else?
- Do you have shareholders?
- How would the shareholding change with financial support for this business plan?
Medible
Se construyen escalas para facilitar la interpretación
Add some information about the regulatory environment that affects your company. Apart from company law, what other regulations apply to your sector? Consider:
- Bodies or associations with a code of conduct
- Privacy and data protection
- Insurance requirements
- Health & safety
- Professional training standards
- Equality and opportunity regulations
- Working with vulnerable groups
Estima resultados
El tamaño de un mercado objetivo
Add some information about the governance of your organization.
- How are you governed and managed?
- Do you have a board of directors?
- Who is accountable to the owners?
- Who takes the key decisions?
La rentabilidad de un mercado
What is the legal status of your organization? Are you a sole trader, a limited company with shareholders, or a non-profit?
Investigación Cuantitativa
Although the executive summary appears first in the document, it is easier to complete it last, when you can summarise and prioritize the key points in your plan.
Metodos
Alcance
Suelen ser utilizadas para recolectar muestras más grandes y con mayor formalidad a la hora de interpretar los datos.
Estadisticas Predictivas
Add the key points about the track record of your team and your capabilities.
Entrevistas de mayor duración con preguntas cerradas en su mayoría
Tipo de Investigación
Add short descriptions of the key products and services which bring your mission to life and are making it happen.
Objetivo
Medir una muestra más grande de forma más especifica para la comprobación de una hipótesis y realizar un pronóstico más acertado y oportuno.
Summarise the value and the difference that your organization aims to create. Mission statements are more useful if they describe the difference that you want to make to your customer's lives, rather than what you want to achieve personally. Your mission statement should directly influence strategic decisions.
Tipos de Investigación en la Mercadotecnia
Your business plan is a commercially sensitive document and you may wish to add a confidentiality statement (or non-disclosure agreement) at the front of the document.
Type in or attach your statement of confidentiality
Monitoreo del desempeño
Evalua la eficeincia de los programas y
Concluyente
Se caracteriza por su formalidad en el proceso tanto de recolección e interpretación de las muestras, es la parte final del proceso de investigación.
Exploratoria
Como su nombre lo indica se utiliza en las etapas iniciales de una investigación para obtener información preliminar generalmente en un mismo lapso de tiempo.
