invenstigacion de mercados

similarities. This chapter focuses on quantitative data, reviewing the various types that are available and the uses to which they are put. A particular point is made that the so-called ‘objective information’ that is often associated with the process of market analysis or quantitative research is anything but this, and that the findings are often surrounded by ambiguity.
Él solo cuestión másimportante preguntar antes de ir sobre el diseño de la investigación (y donde una gran cantidad de sondeo es necesaria en la sesión de información) es si la investigación debe ser construido alrededor de los métodos cualitativos o cuantitativos. Dada la "positiva" la naturaleza de las personas que habitualmente pueblan el mundo de los negocios, el pensamiento subyacente básico es que los datoscuantitativos es más sólida y objetiva, y por lo tanto más para el "trabajo serio", mientras que los datos cualitativos es de alguna manera suave y subjetiva. Esta firme convicción, pero sin especificar a menudo, la vista es bastante malo, y el propósito de este capítulo y en el capítulo 7 es explorar la naturaleza de estos dos tipos principales de datos y muestran que, si bien en un sentido, son muydiferentes, cuando se trata de a la aplicación de los tres, tienen grandes similitudes. En este capítulo se centra en los datos cuantitativos, la revisión de los diferentes tipos que están disponibles y los usos a que se destinan. Un punto particular, se hace que la llamada "información objetiva" que se asocia a menudo con el proceso de análisis de mercado o de investigación cuantitativa es nadamás que esto, y que los resultados son a menudo rodeada de ambigüedad.
KEY POINTS
Quantitative data comprises internal production and sales data, externally purchased market size and structure data, and a whole variety of tracking and ad hoc quantitative market research studies.
Internally generated data is steeply on the increase due to the spread of computerized systems and the growth ofonline Internet ordering.
The internal data and external market size data are typically analysed in different ways for different functions in the business. This means that no coherent view of the way the business is performing is readily available, and this confusion may be compounded by internal politics. Detailed analysis of this data to evaluate performance and identify market movements and theirpossible causes is very difficult because of the number of factors at play at any one moment. There are, therefore, real ambiguities in the results of this type of analysis (which is not generally accepted) and it is easy for myths to be created which are supposed to be rooted in fact.
Apart from the many complexities that lie within the analysis of quantitative data, the situation is worsened bythe tendency to analyse quantitative market research data on a question-by-question basis. This means that respondents are not treated as whole objects, and much information is therefore lost. Quantitative market research data generally lacks insight because it is not analysed in a holistic way.
However, there is clear evidence that quantitative research is being more ‘holistically’ analysed andbeing integrated with other information. This is really a move to applying qualitative methods of analysis to different quantitative data sets.
The future could involve moving to a position where companies view the world primarily through their own data, with carefully selected surrogates calibrated by quantitative market research. This could be the new quantitative.
The changes that arehappening to the way that quantitative data is being handled (which seem to be linked to a shift in the values of society) will probably require the MRS Code of Conduct to be revisited to remove potential confusion as to what the industry actually is.
PUNTOS CLAVE
Los datos cuantitativos comprende la producción interna y los datos de ventas, tamaño externamente comprado mercado y estructura de...