Propuesta para la creación de una empresa de análisis e investigación de mercado y opinión pública “Alta Data”, en el cantón Cuenca. Período 2021 - 2025

Abstract

Market research is gaining relevance today, considering that there is an increasingly competitive and demanding environment in which the right decisions will make companies differentiate themselves and survive in the long term. Added to this reality is the health emergency generated by Covid-19, which forced many companies to stop their activity and others to make drastic decisions to guarantee their survival. In this context, this research focuses on the study for the creation of the company "Alta Data", focused on market research based on surveys, directing its services to companies located in the Cuenca canton and its sectors of influence. economical. The design is based on the CANVAS model for market research, which is intuitive, easy to read and encompasses all relevant factors to take into account for market research and decision-making around the company. The quantitative research was carried out with a total of 103 companies operating in the city of Cuenca, which were surveyed through online surveys, considering the health requirements of the Covid-19 emergency. The results of the investigation show a favorable outlook for the company "Alta Data", since most of the companies have not carried out market research. The most important strategies focus on the value chain that the company will offer, in order to differentiate itself from the competition, being a priority for “Alta Data”, small and medium-sized companies.