| Summary: | There is a mistaken notion about the application of scientific research in the field of marketing, In this specialized area of management science, we have several reasons to carry it out: the analysis of consumer behavior, tastes and preferences studies, the search for new markets and competitive analysis,among others. To carry out a research project, the premise that guides us is to solve specific and immediate problems for practical ends. Therefore, the research also includes the field of applied science
that allows us to continue strengthening management and commercial marketing of public, private and non-governmental organizations which are continually striving to develop and grow economically and socially. The goal is to measure and qualify variables, identify and furthermore understand their characteristics in order to explain the different problems that arise in supply and demand for goods and services on the market. Business management and marketing belong to the social sciences and in
defining the design of research it is possible to deliver a roadmap for students and teachers to engage and strengthen one of the main areas of higher education "research”
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