The article describes the use of three mathematical models referring to the expected value, the ideal point and the perceived value, for data processing, in order to convert them into relevant information; within the framework of a market investigation in a Cuban organization. Models that allow evaluating preferences, understood as consumer wishes and perceptions, as well as evaluating the importance and sensitivity that buyers give to prices in the purchase selection process. In order to design offers in the entity more adjusted to the requirements of the demand. Facilitating your decision-making process in a more accurate way and with a lower level of uncertainty.
Models that have been used by the author in market research carried out in different consultative activities in various Cuban organizations, both in the productive sphere and in services. Showing in this article, by way of example, the results obtained as a consequence of the application of these models, in a process consultancy carried out in a company specifically in the productive sphere.
Introduction
The new conditions existing in the international environment, which began to prevail strongly at the end of the 20th century; characterized by the globalization of economic, political and social processes, the development of technical scientific progress, communications, etc. They have maintained an increasing and accelerated rhythm, showing that the economies of the countries and their organizations have to learn to incorporate this incredible insecurity.
This situation that is presented to organizations associated with competitiveness is that the management of material, technological and financial resources have given way to human resources and information, as important elements in their performance. Especially the latter because it constitutes an important flow to generate competitive advantages with the effectiveness and efficiency that the contemporary environment requires. Today becoming the need for information, in a fundamental condition to make proactive and intelligent decisions with a mindset open to change and learning, reaching a higher level of effectiveness and lower risks.
Need for information that materializes through the systematic collection of data and its corresponding processing and above all in knowing how to use it appropriately, according to the characteristics of the organizations, their previously well-defined objectives and the interests of the business, in such a way that allows you to enhance your existing resources and serve your reference markets; in order to put the customer at the center of the business, as a buyer of value. Purpose that Cuban entities, especially those that offer their products and services in the tourist market, abroad and in the network of foreign currency collection stores; They are obliged to incorporate into their performance, due to the imperiousness they have to perfect their economic model, to increase their competitiveness.
Information that can be obtained through various channels, one of which is marketing research. Therefore, based on the advantages that this topic brings to Cuban organizations, this article shows the use of three mathematical models referring to the expected value, the ideal point and the perceived value, for data processing, in order to convert the data in relevant information, within the framework of a market investigation in a Cuban entity. Models that allow evaluating the wishes, motivations, attitudes and opinions of consumers, etc.; and at the same time design offers in the entities most adjusted to the demand requirements. Facilitating your decision-making process in a more accurate way and with a lower level of uncertainty.
Consequently, with this purpose, through a process consultancy work, a market research was carried out in some Cuban organizations both in the productive sphere and in services, which market their offerings in the tourist market, abroad and online. of currency collecting shops interchangeably. Showing in this article, by way of example, the results obtained as a consequence of the application of these models in one of these entities, specifically in the productive sphere.
