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- Title
Diseño de un instrumento para la investigación del mercado en el parador La Rotonda.
- Authors
Brito Ramirez, Lorena; Ramírez Ferreiro, Glency Yaimy
- Abstract
The present investigation was developed at the Parador de Carretera La Rotonda, where it was determined that the market segments that visit the facility are not clearly identified. For this reason, the study was aimed at the design of an instrument for market research in the entity that allows it to be segmented and develop the customer profiles of the main segments, which contributes to the provision of a service tailored to their needs and that meets your expectations, with customer focus prevailing. To fulfill the proposed objective, a bibliographic analysis was carried out on market research and specifically its segmentation, which allowed laying the theoreticalconceptual and methodological bases of the research. In the development of the research, the methodology proposed by Perelló (2005) for market research was partially applied; The theoretical level methods were also used: documentary, analytical-synthetic, induction-deduction and modeling and the empirical level: document review and interviews. As a result, a survey was obtained with eleven questions, most of them closed, to optimize the respondent's time and written in a precise and suggestive way, which respond to a series of geographical, demographic, psychographic and behavioral variables that satisfy the established information needs., allowing market segmentation based on these criteria.
- Subjects
MARKET segmentation; MARKETING research; INFORMATION needs; CONSUMERS; RESEARCH &; development
- Publication
Revista El Directivo al Día, 2024, Vol 23, Issue 1, p79
- ISSN
1813-3231
- Publication type
Article