La investigación de mercados como pilar del éxito empresarial

Authors

  • Ricardo Castillo-Santiago InterAmerican University of Puerto Rico

DOI:

https://doi.org/10.55420/2693.9193.v15.n1.294

Keywords:

Market research, quantitative methods, qualitative methods, artificial intelligence , business strategies, consumer behavior

Abstract

This article explores the importance of market research as a critical element for business success in today's competitive environment. It analyzes how companies can make informed decisions based on data and how various methods of market research—both quantitative and qualitative— can be employed to gather valuable insights into consumer behavior, market trends, and competition. Additionally, it examines the role of artificial intelligence in modern market research, allowing for real-time data analysis and decision-making. Market research enables businesses to anticipate problems, identify opportunities, and adjust strategies to thrive in a dynamic market.

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References

Devang, V., Chintan, S., Gunjan, T. & Krupa, R. (2019). Applications of artificial intelligence in marketing. Annals of the University Dunarea de Jos of Galati: Fascicle: XVII, Medicine, 25(1), 28–36.

García, A. J. C., Pincay, M. S. V., Campozano, V. D. V., & Ganchozo, Y. E. S. (2024). Big data y su influencia en la personalización de estrategias de marketing. Ciencia y Desarrollo, 27(2), 29-42.

Pedrero, L. M., & Pérez, A. (2021). Democracia y digitalización: implicaciones éticas de la IA en la personalización de contenidos a través de interfaces de voz. Recerca. https://doi.org/10.6035/recerca.4666

Sánchez, C. A. C. (2021). Efectos de la inteligencia artificial en las estrategias de marketing:

Revisión de literatura. ADResearch: Revista Internacional de Investigación en Comunicación, (24), 26-41.

Santesmases, M., Merino, M. J., Sánchez, J., & Pintado, T. (2009). Fundamentos de marketing. Ediciones Pirámide. ISBN 978-84-368-2294-6.

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Published

2024-11-27

How to Cite

Ricardo Castillo-Santiago. (2024). La investigación de mercados como pilar del éxito empresarial . HETS Online Journal, 15(1), 65-74. https://doi.org/10.55420/2693.9193.v15.n1.294

Issue

Vol. 15 No. 1 (2024)

Section

Viewpoints

License

Copyright (c) 2024 Ricardo Castillo-Santiago

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