Investigación de mercado previo a la creación de un centro comercial en el noroeste de Machala.

Abstract

This paper presents a market research prior to the creation of a shopping center in the Northwest of the city of Machala, the objective is to analyze if there is a demand, based on the review of secondary sources to identify type of sampling, scope of research, tools for gathering information and the process of market research. The methodology used is quantitative and qualitative, the data was obtained through surveys and interviews, in the survey the universe is the economically active population of the city and the interview was conducted to five neighborhood representatives of the sector. The results reveal that there is a need for a shopping center, the execution of the business idea is recommended.