principales técnicas de investigación de mercados

7/23/2019 Principales tcnicas de Investigacin de Mercados.

1/49

Ifmglwmal slw Oyf`m F`ziqqi R`ffm Qyj =


2/49

Ifmglwmal slw Oyf`m F`ziqqi R`ffm Qyj 7


3/49

DYITQ@LJMW@LT

If dyitq`ljmw`l it yjm tiwì ai swikyjqmt

lwaijmamt& }yi gytdmj lgqijiw `jblwhmd`j

ai smwqi ai }yìj fmt witsljai& smwm tiwr`w m

}yìj swikyjqm l m mhgmt smwqit*

T` if h`thl dyitq`ljmw`l ti msf`dm m yj kwysl

t`kj`b`dmq`rl ai siwtljmt& ti aijlh`jm

Ijdyitqm*



4/49

Q`slt ai dyitq`ljmw`lt ldysmalt ij fm

`jritq`kmd`j dymjq`qmq`rm*



5/49

Itqwydqywmal jl a`tbwmzmal*

T`kyi d`iwql lwij fk`dl ij fmt swikyjqmt&

maiht ai }yi if ijqwir`tqmal syiai amwti

dyijqm ai flt b`jit }yi siwt`kyi if

`jritq`kmalw*



6/49

Ijqwir`tqm siwtljmf*

Ti msf`dm ai hmjiwm switijd`mf aljai yj

msf`dmalw l ijqwir`tqmalw .ijdyitqmalw) ih`qi

ij rlz mfqm fmt swikyjqmt p wik`tqwm fmt

witsyitqmt nidnmt slw smwqi aif ijqwir`tqmal*



7/49

Fm ijdyitqm myqlmsf`dmgfi*

Dljt`tqi ij aiomw if dyitq`ljmw`l ij slaiw aif

ijqwir`tqmal p }yi tqi fl ijqwikyi& pm tim ai

hmjiwm siwtljmf l slw dlwwil pm wityifql*

Ifmglwmal slw Oyf`m F`ziqqi R`ffm Qyj ;


8/49


9/49

Ijdyitqm qifibj`dm

Hqlal ai widlfidd`j ai `jblwhmd`j }yi

yq`f`zm if qifbljl*



10/49

FLT SMJIFIT

Ifmglwmal slw Oyf`m F`ziqqi R`ffm Qyj =3


11/49

SMJIFIT

Ti yq`f`zm smwm `jritq`kmd`ljit pm tim

qwmjtriwtmfit l fljk`qya`jmfit& siwl }yi

q`ijij yj fmwkl siw`lal ai q`ihsl ai

`jritq`kmd`j*

Ifmglwmal slw Oyf`m F`ziqqi R`ffm Qyj ==


12/49

Smjifit aif dljtyh`alw

It if dljoyjql ai siwtljmt& nlkmwit dlj

dmwmdqiwtq`dmt nlhlkjimt }yi ti switqmj m

dlfmglwmw ij t`qymd`ljit i~siw`hijqmfit smwm

fm tlfyd`j ai swlgfihmt hiwdmalfk`dlt

.ijrmti& dmhg`lt ai bwhyfm& iqd)*

Nmp smjifit `jqiwjlt p i~qiwjlt*



13/49

Smjifit aif dljtyhàlw

Smjif `jqiwjl

Ti wimf`zm aijqwl ai fm

ihswitm& dlj yjm hyitqwm

ai ihsfimalt }yidlwwitsljam mf siwb`f aif

dljtyhàlw aif swlaydql l

tiwr`d`l*

Smjif i~qiwjl*

Ij itqi dmtl ti `jqikwm yj

smjif i~qiwjl dlj nlkmwit

wiswitijqmq`rlt aiftikhijql ai dljtyhàlwit*

M}y it jiditmw`l }yi fm

kijqi itq a`tsyitqm m

dlfmglwmw dmam riz }yi tim

jiditmw`l*



14/49



15/49

Q`slt ai Smjifit mf Dljtyhàlw

@jrijqmw`l ai mfmdijm .SmjqwpDnide)

It yj `jrijqmw`l ai

swlaydqlt i~`tqijqit ij fm

mfmdijm ai dmam nlkmwr`t`qmal* Itql siwh`qi

riw`b`dmw t` fm fq`hm hmwdm

.p qmhml) dlhswmam

dlwwitsljai m fl `jblwhmal

ij fm ijqwir`tqm `j`d`mf*

Smjif ai aist`ql ai gmtywm.Aytqg`j smjif)

Qìji wifmd`j dlj if Smjqwp

Dnide& pm }yi yjm riz

ffirmal m dmgl tqi& timjlqmj flt qmhmlt& q`slt&

hmwdmt p dljqijàlt ai flt

swlaydqlt }yi ti rmj m

itqya`mw p sltqiw`lwhijqi

ti tismwm p kymwamj flt

ijrmtit rmdlt& mjlqmjal if

siw`lal ai dljtyhl*



16/49

Smjif ai Itqmgfid`hìjqlt

Qmhg`j dljldàm dlhl mya`qlw`m ai qìjamt&

p swlslwd`ljm `jblwhmd`j wibiwijqi mf

aitmwwlffl aif hiwdmal ai dmam dmqiklwm ai

swlaydqlt ai yjm hmwdm aiqiwh`jmam p ai fmdlhsiqijd`m& ij byjd`j m a`riwtmt rmw`mgfit

hiwdmalfk`dmt*



17/49

Ifmglwmal slw Oyf`m F`ziqqi R`ffm Qyj =;


18/49

QIDJ@DMT A@WIDQMT

=>Ifmglwmal slw Oyf`m F`ziqqi R`ffm Qyj


19/49

FMT TIT@LJIT AI KWYSL*

=0Ifmglwmal slw Oyf`m F`ziqqi R`ffm Qyj


20/49

Fmt tit`ljit ai kwysl*

Dljt`tqij ij yj a`flkl

kwysmf ai > m =7

siwtljmt dllwa`jmamt p

mjmf`zmamt slwst`dflklt mdiwdm aif

qihm }yi itqlt

swlsljij p }yi ti

moytqmj m yjm kym aiqs`dlt*

73Ifmglwmal slw Oyf`m F`ziqqi R`ffm Qyj


21/49


Flt smwq`d`smjqit i~switmj f`gwihijqi tyt

ls`j`ljit tlgwi fm qihq`dm swlsyitqm slw if

dllwa`jmalw*

Ai mdyiwal m fm a`jh`dm ti syiai mfqiwmw if

lwaij ai flt qs`dlt ai fm tit`j t`j siwaiw ai

r`tqm if dyhsf`h`ijql aif lgoiq`rl kijiwmf*

7=Ifmglwmal slw Oyf`m F`ziqqi R`ffm Qyj


22/49


Mdlwai m fm a`jh`dmdwimam& slaihltaiqidqmw flt swlditltst`dlfk`dlt swlbyjalt

}yi i~sf`dmj fmtdljaydqmt phlq`rmd`ljit ai fltsmwq`d`smjqit ij

wifmd`j m yj swlaydqll tiwr`d`l }yiswiqijaihlt i~sflwmw*



23/49


M qwmrt ai yj

i~nmytq`rl mjf`t`t i

`jqiwswiqmd`j ai itm

a`jh`dm flt st`dflkltsyiaij lgqijiw

wityfqmalt

dymf`qmq`rmhijqi tf`alt

}yi i~sf`}yij fmdljaydqm aif

dljtyh`alw*



24/49

Mfdmjdit p f`h`qmd`ljit ai fmt tit`ljit

ai kwysl*

Ti syiaij wimf`zmw dlj qlal q`sl aidljtyhàlwit*

Wiswitijqmj yj sw`hiw smtl ij fm `jritq`kmd`jai yjm l rmw`mt swlgfihq`dmt*

Ti mamsqmj m yjm rmwìama ai swlgfihmt pdyitq`ljit*

Slt`g`f`qmj irmfymw dljdisql ai swlaydqltjyirlt& kijiwmj jyirmt àimt tlgwi swlaydqlt pmi~`tqijqit*

Tykìwij n`sqit`t smwm swyigmt ma`d`ljmfit*



25/49

Mfdmjdit p f`h`qmd`ljit ai fmt tit`ljit

ai kwysl*

Mpyamj m itqwydqywmw yj dyitq`ljmw`l smwm fltitqya`lt dymjq`qmq`rlt*

Siwh`qij yjm blwhm q`f ai lgqijiw yjm r`t`jkflgmf ij wifmd`j m yj jyirl jikld`l l dmqiklwmai swlaydql*

Tyk`iwij jyirlt ijbl}yit dwimq`rlt*

@jqiwswiqmj wityfqmalt ai @jritq`kmd`jDymjq`qmq`rm*

Swir`iji aitmtqwit slw iwwlwit ai ijbl}yit ai`jritq`kmd`j*



26/49

IJQWIR@TQMT M SWLBYJA@AMA*



27/49

Fmt ijqwir`tqmt m swlbyjaàma

Itqmt ti wimf`zmj dymjal

fm `jritq`kmd`j qìji

wi}yiw`hìjqlt ai

siwb`fit aidljtyhàlwit hyp

itsid`mfit& flt dymfit

tlj hyp a`bd`fit ai

wiyj`w ij yjm tit`j aikwysl*

7;Ifmglwmal slw Oyf`m F`ziqqi R`ffm Qyj


28/49


Flt lgoiq`rlt tlj t`h`fmwit m fmt Tit`ljit ai

Kwysl& swlrldmjal yj df`hm sq`hl p ai

qwmj}y`f`ama& aljai if ijqwir`tqmal syiam

aitmwwlffmw yjm sfq`dm bfy`am }yi siwh`qmlgqijiw fm `jblwhmd`j gytdmam*

Tlj kwmgmamt p fmt sw`jd`smfit tykiwijd`mt ti

switijqmj ij yj wislwqi b`jmf*

7>Ifmglwmal slw Oyf`m F`ziqqi R`ffm Qyj


29/49


A`dnmt ijqwir`tqmt tlj

wimf`zmamt slw siwtljmf

itsid`mf`zmal& pm timj

st`dflklt l tld`flkltm qwmrt ai d`qmt

swir`mhijqi

dljdwiqmamt*



30/49

Tlj widlhijamgfit smwm?

Yj qihm dlhsfiol p yj sgf`dl g`ij

`jblwhmal*

Yj qihm hyp aif`dmal*

Yj kwysl kilkwb`dmhijqi a`tsiwtl*

Swit`j ai flt nlhflklt*



31/49

QIDJ@DMT MJQWLSLFK@DMT AI@JRITQ@KMD@LJ AI HIWDMALT*

4=Ifmglwmal slw Oyf`m F`ziqqi R`ffm Qyj


32/49

Iqjlkwmbm

Ti iw`ki dlhl fm qdj`dm

ht dlhsfiqm ai

mjf`t`t ai flt ng`qlt&

hmj`bitqmd`ljit pswdq`dmt ai flt mdqlwit

tld`mfit aijqwl ai tyt

itdijmw`lt ai

wiswlaydd`j tld`mf*



33/49

Iqjlkwmbm

If iqjkwmbl ihsìzm

slw yjm lgtiwrmd`j

smwq`d`smjqi ij }yi

aigi smtmw if qìhsltyb`dìjqi ij if fykmw p

qiwh`jm dlj yj sw`hiw

j`rif ai mjf`t`t

`jqiwswiqmq`rl*



34/49

Fm myql lgtiwrmd`j l smjif

mjqwlslfk`dl*

Jlt gw`jam `jblwhmd`j

siwtljmf ai fm blwhm ij

}yi flt dljtyhàlwit

ti àijq`b`dmj m ifflth`thlt ij wifmd`j dlj

swlaydqlt p fykmwit ai

dljtyhl ij yj dlwqi

t`jdwj`dl ai qìhsl*



35/49

Fm myql lgtiwrmd`j l smjif

mjqwlslfk`dl*

M}y fl ht rmf`ltl it if

ijbl}yi wibfi~`rl }yi

nmdij flt mdqlwit

tld`mfit tlgwi tytswls`mt dljaydqmt p

ng`qlt



36/49

Fm lgtiwrmd`j smwq`d`smjqi*

It yjm qdj`dm

dymf`qmq`rm gmtmam ij fm

lgtiwrmd`j aiqmffmam

}yi bmd`f`qm if wik`tqwlt`tqihq`dl ai fmt

swdq`dmt tld`mfit*



37/49

@jqiwmdd`j Ijdmytmam*

It yj q`sl ai ijqwir`tqm

dljqi~qymf`zmam& ij fm

}yi nmp yjm `jqiwmdd`j

a`widqm dlj fmmdq`r`amait wimf`zmamt

dlj if dljtyh`alw*

4;Ifmglwmal slw Oyf`m F`ziqqi R`ffm Qyj


38/49

@jqiwmdd`j Ijdmytmam*

Dljt`tqi ij mdlhsmmw ml flt mdqlwit tld`mfit m flta`riwtlt itdijmw`lttld`mfit aljai tiaitsfmdi& smwm ijqijaiwai blwhm nlftq`dm fmt`kj`b`dmd`j }yi am m tytmdd`ljit l ij if i~sljiwmf dljtyh`alw m d`iwqltitqhyflt l swlaydqlt p

lgtiwrmw ai blwhm jmqywmffmt a`jh`dmt p wifmd`ljit}yi itqmgfidi dlj ifflt*



39/49

QIDJ@DMT @JA@WIDQMT



40/49

Mtld`md`j ai smfmgwmt*

Ti s`ai m flt smwq`d`smjqit }yi a`kmj flsw`hiwl }yi rijkm m ty hijqi aitsyt aiitdydnmw yjm smfmgwm .tfl mfkyjmt ai fmt

smfmgwmt ij fm f`tqm tlj fmt }yi if `jritq`kmalwaitim irmfymw5 if witql tlj wiffijl)*

It q`f smwm fm swyigm ai jlhgwit ai hmwdmt*

Mfkyjmt rmw`md`ljit `jdfypij dmaijmt aimtld`md`j ai smfmgwmt p mtld`md`ljitdljqwlfmamt ai smfmgwmt*



41/49


42/49

Swyigm ai Dmw`dmqywmt

Ti hyitqwmj dmw`dmqywmt

ai siwtljmoit ij yjm

t`qymd`j aiqiwh`jmam p

dlj kflglt ai a`flklt&yjl ai flt dymfit itq

rmdl p ti s`ai mf

`jblwhmjqi ffijmwfl*



43/49

Qitq Qihq`dlt ai Siwdisd`j .QMQ)

Ti hyitqwm yjm `hmkij

l yjm tiw`i ai `hkijit

m fmt siwtljmt p ti fit

s`ai nmdiw yjm n`tqlw`mwitsidql m itm `hmkij l

`hkijit*



44/49

Oyikl ai Wlfit

Ti tlf`d`qm m flt

smwq`d`smjqit oykmw l

mdqymw if wlf ai mfky`ij

ht* Flt `jritq`kmalwit

mtyhij }yi flt tyoiqlt

swlpidqmwj tyt swls`lt

tijq`h`ijqlt pdljaydqmt ij if wlf*



45/49

Qdj`dm ai fm qiwdiwm siwtljm*

Ti switijqm mf tyoiql yjmwiswitijqmd`j riwgmf lr`tymf ai yj `ja`ràyl ijaiqiwh`jmam t`qymd`j* Tisài mf `jblwhmjqi wifmqmwfmt mdq`qyait l tijq`hìjqltai itm siwtljm*

Flt `jritq`kmalwit mtyhij}yi nmgfmw ij qiwdiwm

siwtljm a`th`jy`w fmswit`j tld`mf ai amwwitsyitqmt itqjamw lslfq`dmhijqi dlwwidqmt*



46/49

LQWMT QIDJ@DMT



47/49


48/49

Q{l Bmdi H`wwlw

It yjm hizdfm ai Tit`jai Kwysl& dlj qdj`dmai fm qiwdiwm siwtljm*

Ij itqm swyigm ifwidfyqmalw ittifidd`ljmal dlhlsmwqi aif itqya`l& slw flqmjql it smwqi aif qmwkiq

.kijiwmfhijqi tidljqwmqmj widfyqmalwititsid`mf`zmalt)*



49/49

BYIJQIT@jritq`kmd`j ai Hiwdmalt& Qilwm pSwdq`dm*

Fmywm B`tniw

Wir`tqm MHM@

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