Design of an instrument for market research at the La Rotonda parador

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 theoretical-
conceptual 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.