A continuación damos unas referencias sobre el costo de un estudio de mercado.
Aspectos a tener en cuenta para conocer el precio de un estudio de mercado
Debemos tener en cuenta que el costo de un estudio de mercado va en función de la duración del target y la penetración de la categoría, entre mayor duración del cuestionario, mayor dificultad para encontrar el target (no es lo mismo que nuestro target sea público en general que médicos) y menor penetración de categoría (no es lo mismo encontrar consumidores de yogur que encontrar usuarios de un auto BMW).
Otro aspecto a considerar es la ubicación geográfica (no es lo mismo realizar un estudio en DF que en Tuxtla Gutiérrez , Chiapas). Todd Gurley College Jerseys La mayoría de las agencias tradicionales, ofrece a sus clientes realizar estudios en DF, Guadalajara y Monterrey, mientras que las agencias innovadoras ofrecen estudios con cobertura online a nivel nacional, esto nos permite reducir los costos de la investigación.
Una variable que tiene un papel muy importante, es la muestra (número de entrevistados), hay estudios de conceptos, de pruebas de productos que requieren 75 entrevistas por celda (nos referimos a esto como un grupo de consumidores que evalúan un producto o concepto en especifico) hasta 1000 entrevistas. El estándar de entrevistas es de 400 entrevistas
Todos estos factores inciden en el precio final que fijan las agencias, este depende de la capacidad de análisis, servicio al cliente, valor agregado y comisiones repercutidos al informe final.
Lo importante es calcular el precio por entrevistado para comparar en igualdad
Es importante evaluar el precio por entrevista que cobra cada una de las agencias para estandarizar las comparaciones antes de tomar una decisión sobre cual de ellas contratar.
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