/Investigacion de Mercado

Investigación de Mercado

Ethnographic Research Method for Business Applications

By | Agosto 30th, 2012|

Introduction The present study wants to reveal what is the qualitative Ethnographic Research (ER) method about, what is their scope, under what circumstances is advantageous to use, the limitations and some recommendations to have the best understanding. The inspiration starts with the successful experience of Hyundai and the use of their own ER method called “Touch [...]

How to Define a Marketing Research Problem

By | Julio 11th, 2012|

Preparing a perfect marketing research report depends on the research problem statement. The more clear and comprehensible your problem statement is, the more focused and directed your study will be. So how can you write the perfect marketing study statement of problem? Before telling you that, let’s see what is a marketing research problem is? In [...]

Voice of Customers: Lessons from Hyundai and MarketSoft

By | Julio 1st, 2012|

The Hyundai example shows us an innovative way to restructure a product like their 2007 Santa Fe model. This ethnographic method permitted gain a better understanding of the target customers, watching, listening, asking questions and letting customers speak freely with the researches about their lives (Kluter & Mottran, 2007). One lesson that we have to consider [...]

Tópicos para una Investigación de Mercado

By | Abril 30th, 2012|

1.- Investigación de Mercado para la comercialización de un nuevo producto ¿Cómo iniciar una investigación de mercado? Antes que nada, Usted debe investigar los tipos de clientes posibles en el área geográfica en la que pretende establecerse. Los resultados de esta actividad le permitirán saber a quién va a servir con sus productos o servicios. También debe [...]

Managing Customer Loyalty in the Auto Industry

By | Abril 29th, 2012|

In these days of struggling sales and overall industry turmoil, automotive manufacturers recognize the importance of spending resources wisely and focusing on areas with bottom-line impact. One such strategic focus is customer loyalty, which should be viewed as a “must” for automakers hoping to compete. Unlike other consumer products with more frequent replacement cycles, auto buyers [...]

Stages of Marketing Research Process

By | Marzo 11th, 2012|

Step 1: Problem Definition The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. Problem definition involves discussion with the decision [...]

Wendy´s Case: Marketing Research to Resolve a Management Problem

By | Marzo 2nd, 2012|

Executive Summary Wendy´s is a restaurant chain that is immersed in the Fast Food Restaurant Industry where we can find companies that compete in different segments, being Burger, Sandwich, Snacks/Beverages, Chicken and Pizza the most important. By system wide sales, Wendy´s Company is the number 4 in the US; behind McDonalds, Subway and Burger King, they [...]

Statistical Methods: Helping Dell to Promote Products

By | Febrero 27th, 2012|

The company Dell has conducted a survey to their recent purchasers of Dell PCs and notebooks. One of the goals for this investigation is to determine if some of the customers will recommend Dell to their friends and family for a purchase (Malhotra, 2010, p. 774-775). For this we will explore with 2 statistical methods: One-Way [...]

Marketing Research: Subaru´s Looking for Long-term Relationship with Customers

By | Febrero 3rd, 2012|

We can describe customer loyalty as the fact that people chooses to buy or use a particular product, brand or company, rather than use others, customers exhibit brand or customer loyalty when they consistently purchase a certain product or brand over an extended period of time. There is behavioral and attitudinal loyalty. The first one refers [...]

Starbucks: A Marketing Research Lesson

By | Enero 27th, 2012|

When thinking in Starbucks, we recall on one of the largest coffeehouse companies in the world (Malhotra, 2010). But what makes Starbucks so special that has grown from no more than 2.400 stores 12 years ago to almost 17.000 stores around the world right now? (2010 Annual Report Form 10-K, 2011) We can find the answer [...]

Research Design for Accurate Decisions

By | Enero 20th, 2012|

Since Dell Inc. was created, their main strategy has been to use a low-cost and direct-sales model focused on maximizing the benefits of the company´s costumers. They don’t have property systems and offer diversified products and services related with desktops, PCs and Handhelds. With this low cost customers focused strategy they become the number one direct-sale [...]

The Right Interviewer for the Right Market

By | Enero 11th, 2012|

The company Dell Inc. competes in an intense and growing market, with a large number of competitors, however, it is still the number one in direct-sales computer vendor (Malhotra, 2010, p. 774). Their products and services go through households to enterprise customers in a wide variety like PC and notebooks, network servers, workstations, storage systems, handheld [...]