Metodologia 1era parte

7/24/2019 Metodologia 1era parte

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TRABAJO DE INVESTIGACION:

LA PUBLICIDAD Y EL IMPACTO EN LOS CONSUMIDORES SOBRE LA

DECISIN DE COMPRA DE PRODUCTOS DE LA CANASTA BSICA.

ALUMNOS:

MARTINEZ ANAYA JHONATAN IVAN MARTINEZ GALLEGOS JOSE MANUEL LPEZ LUNA BRANDON

MAESTRA:

HERNANDEZ RODRIGUEZ ABIGAIL

Cd. Victori! T"#$i%&. 'EBRERO ()*+.

INDICE

CAPITULO 1: INTRODUCCION

[Escribir texto] Pgina 1


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3/23

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4/23

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%o&icio,"i-,to. S- %r-ci :#- -$ t-" -& i,t-r-&,t- ? co,tro2-rtido. Co,

-$ o01-ti2o d- %ro%orcio,r 5ci$idd -, $ co"%r-,&i/, d- -&t- %&io,do

t-" ? co"o #, #6i$ir %r -&t#dio &- r-$i9 -&t ,to$o34 :#-

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-& $ -t% d- id-,ti5icci/, d- $ di&ci%$i,! So,


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=E$ -,tor,o -, -$ :#- co"%it-, $& -"%r-&& $$-2 ti-"%o crct-ri9;,do&-

%or i,-&t0i$idd ? t#r0#$-,ci. Por -&t r9/,! $ %$,i5icci/,

-&trt83ic d- "r-ti,3 &- co,2-rtido -, #, d- $& cti2idd-& ";&

i"%ort,t-& :#- $$-2, c0o $& -"%r-&& co, $ i,t-,ci/, d- &o0r-2i2ir ?

t-,-r 86ito -, -$ "-rcdo. U, d- $& -t%& :#- co"%o,-, $ %$,i5icci/,

-&trt83ic d- "r-ti,3 co,&i&t- -, -$ ,;$i&i& -&trt83ico d-$ "-rcdo. E,

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&4 co"o %roc-&o d- d-ci&i/, d- co"%r. E$ co,oci"i-,to d- $o&

co,"idor-&! 1#,to co, otr i,5or"ci/, r-$-2,t- d-$ "-rcdo!

%ro%orcio, $o& r-&%o,&0$-& d- "r-ti,3 $ i,5or"ci/, ,-c-&ri %r

di&-


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$oc$-& -$i1, %rod#cto& -6tr,1-ro& &o0r- %rod#cto& "-6ic,o&.

*.(.*.* O01-ti2o& E&%-c45ico&

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r9o,-& - i,tr4,&-c& %r-cio! c$idd :#- i,5$#?-, -, $ to" d-

d-ci&io,-& d-$ co,"idor. D-&c#0rir ,#-2& -&trt-3i& d- "-rcdo. E6%o,-r -$ %%-$ :#- 1#-3 $ "-rcdot-c,i &o0r- $ d-ci&i/, d-

co"%r d-$ co,"idor.

*.(.( Pr-3#,t&

QC#;$ -& $ r9/, d- :#- $o& co,"idor-& %r-5i-r, %rod#cto& -6tr,1-ro&

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*.(. Hi%/t-&i&

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"rc& -6tr,1-r& &- d-0- %ri,ci%$"-,t- :#- -&t& , $o3rdo %o&icio,r &

%rod#cto& -, $& %r-5-r-,ci& d- $o& co,"idor-& tr28& d- #, #&o -5ici-,t- ?

3r-&i2o #&o d- $o& "-dio& d- co"#,icci/,.

*.(. J#&ti5icci/,

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c#$-& -$ %rod#cto "-6ic,o d-c- ,t- #, %rod#cto -6tr,1-ro! ,$i9,do &i $o&

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"-rcdot-c,i! di&%o,i0i$idd # otr& r9o,-&.

*.(. Co,t-6to D- L I,2-&ti3ci/,



7/23

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&- r-$i9 ,i2-$ $oc$ "#,ici%$ -, $& %#-rt& d-$ c-,tro co"-rci$ $"rt! -,

0&- $ %ro%i %o0$ci/,.

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-"%r-&rio&! %#-&to :#- -& i"%ort,t- %r ,o&otro& i,t-r-&r,o& -, -$

co,"idor ? %r-,d-r %o&icio,r ,#-&tro& %rod#cto& o &-r2icio& 5r-,t- $

co"%-t-,ci $oc$-6tr,1-r.

CAPITULO 2 MARCO TEORICO



8/23

(.* 7#8 E& E$ Co,"o

Pr HKi,&! I. B-&t J. Co,-?! F.! ()). E$ Co,"o -& $ cci/, ? -5-cto

d- co,"ir o 3&tr todo ti%o d- %rod#cto&.

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-co,/"ico! -&%-ci$"-,t- d-$ %rod#cti2o.

E$ co,"o! %or t,to! Si3,i5ic &ti&5c-r $& ,-c-&idd-& %r-&-,t-& o

5#t#r&! &- $- co,&id-r -$ @$ti"o %roc-&o -co,/"ico ? Co,&tit#?- #,

cti2idd d- ti%o circ#$r.

S- %#-d-, -&t0$-c-r tr-& ti%o& d- co,"o &-3@, 5#,ci/, d- $&

,-c-&idd-& d-$ -to ? d- $ 5r-c#-,ci -, -$ 3&to d-$ 0i-, o &-r2icio

Co,"o -6%-ri"-,t$ -$ co,"o d-$ %rod#cto o &-r2icio &- %rod#c- %or

,o2-dd o c#rio&idd.

Co,"o oc&io,$ -$ co,"o -& i,t-r"it-,t-! 0&do -, $ di&%o,i0i$idd

d-$ 0i-, o &-r2icio o -, $ &ti&5cci/, d- ,-c-&idd-& ,o %-r",-,t-.

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-to.

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%or $& #,idd-& 5"i$ir-&! $& -"%r-&& %ri2d& ? $& i,&tit#cio,-& %ri2d&

&i, ;,i"o d- $#cro.

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d"i,i&trcio,-& %@0$ic& -, -$ d-&-"%-


9/23

L 3r, d-&i3#$dd :#- -$- -6i&tir -,tr- co,"idor-& ? #rio& ? $&

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$ c$idd d- $o& %rod#cto& ? &-r2icio&.

E$ D-r-co d-$ co,"o c#0r- 2rio& &%-cto& 5#,d"-,t$-& d- $&

r-$cio,-& -,tr- $o& %rod#ctor-& ? $o& co,"idor-&

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$ r-$ci/, d-$ %ro2--dor d- 0i-,-& ? &-r2icio&.

C$idd d- $o& 0i-,-& ? &-r2icio& o5r-cido& R-:#i&ito& "4,i"o&.

R-3#$ci/, d- $ %#0$icidd ? d- $& o5-rt&.

(.*.( Co,"o I"%$ic -$ #&o :#- -$ co"%rdor c- d-$ %rod#cto

d:#irido. B$cK-$$! ())*.

(.*. Co,"o Co"%#$&i2o A:#-$$& %r;ctic& :#-! #,:#- &- $$-2,

c0o %r "-1orr $ #to-&ti"! &o, i,%ro%id&! -6c-&i2& ? ,oci2&

%r $& 2id& d- $o& i,2o$#crdo&. B$cK-$$! ())*.

(.*. Co,"idor %-r&o,$ Co"%r 0i-,-& ? &-r2icio& %r co,"o

%ro%io! %r #&o d- 5"i$i o co"o o0&-:#io %r #, "i3o.

SCHI''MAN! L-/, G. ? F,# . ()).

(.*. Co,"idor or3,i9cio,$ I,c$#?- -"%r-&& co, %ro%/&ito& d-

$#cro o &i, -$$o&! d-%-,d-,ci& 3#0-r,"-,t$-& $oc$-&! -&tt$-& ?

,cio,$-& - i,&tit#cio,-& -&c#-$&! o&%it$-&! -tc. todo& $o&c#$-& d-0-, co"%rr %rod#cto&! -:#i%o ? &-r2icio& %r ",t-,-r

-, "rc & or3,i9cio,-&. SCHI''MAN! L-/, G. F,#.

()).



10/23

(.*.+ Co,"idor P-r&o, :#- id-,ti5ic #, ,-c-&idd o d-&-o! r-$i9

#, co"%r ? $#-3o d-&-c -$ %rod#cto d#r,t- $& tr-& -t%& d-$

%roc-&o d- co,"o. &o$o"o,! Mic-$ R. ())

(.*. Co,"idor-& 5i,$-& So, $o& :#- co"%r, $o& 0i-,-& ? &-r2icio&%r #&o %-r&o,$ o -, o3r. &t,to,! i$$i" J.! -t $. ()).

(.*. Ti%o& d- Co,"idor-&

=Lo& co,"idor-& %#-d-, &-3"-,tr&- &-3@, ori-,tci/, d- co"%r!

o &-3@, $& ctit#d-& 3-,-r$-& :#- ti-,-, ci $& co"%r&>. So$o"o,!

*. %.*! -&t &-3"-,tci/, 3-,-rdo 2rio& ti%o& d- co"%rdor-&.

=E$ co,"idor orrti2o ... &- ori-,t ci #, o01-ti2o trt,do d-

"6i"i9r -$ 2$or d- di,-ro>. E&t- ti%o d- co"%rdor %odr4

crct-ri9r&- %or &-r %-r&o,& %r#d-,t-&! :#- co,oc-, :#- d-0-, orrr

%r #, 5#t#ro. Por -1-"%$o! #, %-r&o, :#- d-&-- co"%rr #, r-$o1! ,o

co"%rr4 #,o t, o&t-,to&o co"o -$ o0&-r2do -, -$ ,-6o *)! &i,o &-

$i"itr4 d:#irir #,o ";& &-:#i0$- & r-c#r&o&.

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co,"idor &- crct-ri9 %or &-r &-,ti"-,t$ ? %o&i0$-"-,t- ct@ d- -&

",-r %or:#- co"%rdo $$4 tod 2id! &4 co"o t"0i8,

-&t0$-cido 24,c#$o& "i&to&o& $ co,c#rrir $ $#3r.

=E$ co,"idor 8tico -& #, co"%rdor :#- di&5r#t ?#d,do $o&

d-&2$ido& ? :#- %o? $o& ,-3ocio& $oc$-& -, co,tr d- $& 3r,d-&

cd-,& d- ti-,d&>. E&t- ti%o d- co,"idor! ,#-&tro %r-c-r! &-

crct-ri9 %or &-r co,&-r2dor.

U, %-r&o, :#- %r-5i-r co"-r -, #, r-%-r trdicio,$ ? -2it- co"%rr -, #,

3r, cd-, d- co"id! d-5i,iti2"-,t- -,trr4 -, -&t d-5i,ici/, d- co,"idor.



11/23

=E$ co,"idor %;tico #, %-r&o, :#- d-t-&t ir d- co"%r&! %-ro :#-

2- -& tr- co"o ,-c-&ri #,:#- d-&3rd0$->. So$o"o,! *.

%.*. E, -&t- c&o $ "-rcdot-c,i ct@ d- di5-r-,t-& ",-r& t$-&

co"o 2-,t& %or ct;$o3o&! t-$- co"%r&! I,t-r,-t! d- -&t ",-r &- c-

";& "-,o -$ %roc-&o d- co"%r d- -&to& co,"idor-& :#- ,o &- &i-,t-,

3rddo& %or -$ &i"%$- -co d- co"%rr.

=Co"%rdor r-cr-ti2o #, %-r&o, :#- co,&id-r ir d- co"%r& co"o #,

cti2idd &oci$ di2-rtid>. E&t- 3r#%o d- %-r&o,& &- crct-ri9, %or t-,-r

#, 2id &oci$"-,t- cti2 ? :#- di&5r#t, tot$"-,t- d- $ cti2idd d-

co"%rr.

(.*. Co"%ort"i-,to d-$ Co,"idor

S-3@, Sci55", ** -$ co"%ort"i-,to d-$ co,"idor &- d-5i,- co"o

=$ co,d#ct :#- $o& co,"idor-& ti-,-, c#,do 0#&c,! co"%r,! #&,!

-2$@, ? -$i"i,, %rod#cto&! &-r2icio& - id-&! :#- -&%-r, :#- &ti&53,

& ,-c-&idd-&. E$ -&t#dio d-$ co"%ort"i-,to d-$ co,"idor ti-,- :#-

2-r ,o &o$o co, $o :#- $o& co,"idor-& co"%r,! &i,o co, $& r9o,-& %or

$& :#- co"%r,! c#;,do! d/,d- ? c/"o co"%r,! ? co, :#8 5r-c#-,ci $o

c-,. Ti-,- :#- 2-r co, -$ %r-,di91- d-$ &i3,i5icdo -&%-c45ico :#- $o&

%rod#cto& ti-,-, %r $o& co,"idor-&. S-3@, Lo#do, * -$

co"%ort"i-,to d-$ co,"idor &- d-5i,- co"o -$ %roc-&o d- d-ci&i/, ? $

cti2idd 54&ic :#- $o& i,di2id#o& r-$i9, c#,do -2$@,! d:#i-r-, #&,

o co,"-, 0i-,-& ? &-r2icio& E& i"%ort,t- -&t#dir $o& co,"idor-&

5i,$-& ? &4 o0t-,-r i,5or"ci/, &o0r- $o& co"%rdor-& i,d#&tri$-& ? $o&

i,t-r"-dirio&! &4 co"o otro& :#- i,t-r2i-,-, -, $& co"%r& d-&ti,d&

-"%r-&& ? i,&tit#cio,-&. E&to -& %or:#- 3r, %rt- d-$ co"%ort"i-,to

d- $& co"%r& i,d#&tri$-& ti-,-, #, cr;ct-r -&%-ci$ %or:#- "-,#do

i,c$#?- di2-r&o& "oti2o& ? $ i,5$#-,ci d- "#c& %-r&o,&. E6i&t-,

di&ti,to& ti%o& d- co"%rdor-&! -&t;, $o& :#- r-$i9, #, co"%r co, %oc

i,5$#-,ci d- $o& d-";& ? $o& :#- co"%r, %or:#- 2ri& %-r&o,&



12/23

i,t-r2i-,-, -, $ d-ci&i/,. E$ co"%ort"i-,to d-$ co,"idor ,o -& #,

&i"%$- cci/, d- co"%r! -& #, %roc-&o d- d-ci&i/, -$ c#$ d-%-,d- d-

"#co& 5ctor-& ? %-r&o,& %r -,5ocr&- -, #, &o$ "rc o c"0ir

r-3#$r"-,t- otr Ad-";& d- $& cti2idd-& 54&ic& d-$ co,"idor!

co"%ort"i-,to d- co"%r i,c$#?- d-";& #, %roc-&o "-,t$ d- d-ci&i/,

:#- trd $3@, ti-"%o. E, $3#,o& c&o& -$ %-r4odo %#-d- &-r "#? 0r-2- ?

-, otro& %ro$o,3do&. H? :#- r-cordr t"0i8, :#- $o& 5ctor-& :#-

5-ct, $o& i,di2id#o& -, 2id diri i,5$#?-, t"0i8, -, & d-ci&io,-&

d- co"%r. D- c#-rdo co, HKi,& * $o& i,2-&ti3dor-& d-$

co,"idor :#- -&t;, i,2o$#crdo& -, i,2-&ti3ci/, di&-. D- c#-rdo co, $o ,t-rior! $o&

i,t-r%r-ti2i&t& 2i$i9, -$ co"%ort"i-,to d-$ co,"idor co"o #,

co,1#,to d-$ co"%ort"i-,to #",o! ? #, "?or co"%r-,&i/, co"o

c$2- %r -$i"i,r $3#,o& d- $o& "$-& &ocido& co, -$ co"%ort"i-,to

d-&tr#cti2o d-$ co,"idor. Cd %-r&%-cti2 t-/ric &- 0& -, &

%ro%io& %#-&to& -&%-c45ico& ? #& & %ro%i& "-todo$o34& d-

i,2-&ti3ci/,. L& do& ori-,tcio,-& t-/ric& d- i,2-&ti3ci/,! &i &-

-"%$-, 1#,t&! %ro%orcio,, #, "?or ? ";& %ro5#,d co"%r-,&i/, d-$

co"%ort"i-,to d-$ co,"idor! :#- c#$:#i-r d- "0o& -,5o:#-&



13/23

#ti$i9do& d- ",-r i&$d. U, "-t 5#,d"-,t$ d- $o& "-rcd/$o3o&

%r-oc#%do& %or -,t-,d-r $ 5or" -, $ :#- %r-,d-, $o& co,"idor-&

-& 5o"-,tr $ $-$td d- "rc. Si, -"0r3o! t, c$ro co"o %#-d

%r-c-r! $ $-$td d- "rc ,o -& #, co,c-%to &-,ci$$o. U, i,2-&ti3dor d-$

co"%ort"i-,to %ro%#&o :#- #, co,"idor 5#-r co,&id-rdo co"o $-$

$ "rc &i -co tr-& co"%r& c-&i2& d- $ "i" "rc. Otro i,dic/

:#- $ $-$td $ "rc 5#-r "-did %or $ %ro%orci/, d- co"%r& tot$-&

d- %rod#cto& :#- #, o3r d-dic $ "rc co, ";& 5r-c#-,ci &-

co"%r. E&t& 5ir"cio,-& &o, tot$"-,t- -6c$#?-,t-& %#-&to :#- -, -$

%ri"-r c&o &- d -$ co,"idor i,t-,cio,$"-,t- 5i-$ "i-,tr& :#- -, -$

&-3#,do c&o &i -$ co,"idor r-%it- $ co"%r d- #, "rc ,o

,-c-&ri"-,t- t-,3 :#- &-r %or:#- -& $-$ 8&t! %#-d- &-r %or:#- -& $@,ic :#- -&t; di&%o,i0$- -, $ ti-,d o %or:#- -& d-&%$-3d d- #,

5or" ";& %ro"i,-,t- :#- $& d-";&. D- c#-rdo co, Lo#do, * =S-

-&t#di $o& co,"idor-& %or:#- co"%ort"i-,to o ccio,-& %r-2i&t&

i,5$#?-, d- ",-r i"%ort,t- -, ci-rt& d-ci&io,-&. Por t$ r9/, &- dic-

:#- -$ co"%ort"i-,to d-$ co,"idor -& #, di&ci%$i, %$icd. T$-&

%$iccio,-& %#-d-, dr&- -, do& ,i2-$-& d- ,;$i&i&. E, $ %-r&%-cti2

"icro &- %roc#r %$icr -&t- co,oci"i-,to $o& %ro0$-"& :#- 5ro,t,

#, 5ir" i,di2id#$ o $ or3,i9ci/,. E, $ %-r&%-cti2 &oci$ &- %$ic

$o& ,i2-$-& 3r-3do& d- $o& %ro0$-"& :#- 5ro,t, $o& 3r,d-& 3r#%o& o

0i-, $ &oci-dd -, 3-,-r$. .D- c#-rdo co, HKi,& * $ $-$td d-

"rc r-$t d- #, -,&?o i,ici$ d-$ %rod#cto :#- -& r-5or9do tr28&

d- $ $-$td d- $ &ti&5cci/,! co,d#ci-,do #, co"%r d- r-%-tici/,.

Lo& "-rcd/$o3o& -&t;, i,t-r-&do& ,o &o$o -, $ 5or" -, $ :#- &-

d-&rro$$ $ $-$td d- "rc! &i,o -, c#;,do &- d-&rro$$. U, 3r,

c,tidd d- $-$td d- "rc &- d-&rro$$ -, #, -t% "#? t-"%r, d-

$ 2id! d-,tro d-$ co,t-6to d- $ 2id d- $ 5"i$i. E, oc&io,-& &- ,

r-$i9do -&t#dio& :#- co"%r, ,i


14/23

"rc! %-ro :#- -$ 3r#%o "?or #"-,t0 -, #, c,tidd &i3,i5icti2 d-

%r-5-r-,ci& d- "rc. Lo :#- $o& ,i


15/23

(.*.*).( 'ctor-& E6tr4,&-co&

Por -$ co,trrio $o &o, #,i2-r&$"-,t- -& d-cir! co, i,d-%-,d-,cid-$ %rod#cto d-

:#- &- trt-. E&to& tri0#to& -6tr4,&-co& &o,

E$ %r-cio :#- -& -$ i,dicdor ";& #ti$i9do -, #&-,ci d- otro&

L "rc d-$ %rod#cto

E$ di&tri0#idor

E$ -&5#-r9o %#0$icitrio

(.( L M-rcdot-c,i

Pr Fot$-r ()) $ "-rcdot-c,i -& #, %roc-&o &oci$ ? d"i,i&trti2o

"-di,t- -$ c#$ 3r#%o& - i,di2id#o& o0ti-,-, $o& :#- ,-c-&it, ? d-&-,

tr28& d- 3-,-rr! o5r-c-r - i,t-rc"0ir %rod#cto& d- 2$or co, &

&-"-1,t-&.

Por otr %rt- $ A"-ric, Mr-ti,3 A&ocitio, ()*) d-c$r :#- $

"-rcdot-c,i -& #, 5#,ci/, d- $& or3,i9cio,-& ? #, co,1#,to d-

%roc-&o& %r cr-r! co"#,icr ? -,tr-3r 2$or $o& c$i-,t-& d- ",-r

:#- 0-,-5ici-, tod $ or3,i9ci/,.

(.(.* Lo& E&t4"#$o& d- Mr-ti,3

E$ co"%ort"i-,to d-$ co,"idor &- 2- t"0i8, i,5$#-,cido %or $& ccio,-&

:#- $& -"%r-&& d-&rro$$, -, & "-rcdo& %or "-dio d- & %ro3r"& d-

"r-ti,3"i6. E&to& %ro3r"& d-0-, &-r di&-


16/23

-, M86ico ,o -& cd %-r&o,! &i,o $ 5"i$i :#- -&t 5or". Lo& "-6ic,o&

&- &i-,t-, &-3#ro& co"o "i-"0ro& d- #, 5"i$i! %#-& -, $ 5"i$i todo&

ti-,d-, ?#dr&- -,tr- &4. Co, r-&%-cto otr& ,cio,-& co"o $o& E&tdo&

U,ido&! $o& ,i


17/23

"-6ic,o& $$-3, & cit&.

B E$ "-6ic,o r-0-$d- cti2"-,t- #to 5ir"ti2o

E$ i,di2id#o :#- %r-&-,t -&t %-r&o,$idd di&c#t- ? r3#?- "#co ";& :#-

otro& "#cco& d- -dd c-rc d- $& /rd-,-& d-$ %%;! $ ""; o $o&

"-&tro&. E&t- ti%o d- "#cco &- -,c#-,tr co, ";& 5r-c#-,ci -,tr- $o&

,i


18/23

E&t- ti%o d- "-6ic,o -& $ i"3-, d-$ :#- c0"o& d- d-&cri0ir! %-ro -,

5or" ,-3ti2. E& d- -&%-rr&- :#- -&t- ti%o d- "-6ic,o& ?, ,cido ?

cr-cido %r-ci&"-,t- -, -$ ti%o d- 5"i$i "-6ic, -, -$ c#$ &- -6%r-&,

0i-rt"-,t- co"o &i 5#-&-, $& ";& 3r,d-& 2irt#d-&! $o& &%-cto& ";&

,-3ti2o& d- $ c#$t#r "-6ic,. B#-, %rt- d- $ %o0$ci/, "-6ic, c,t

$& c,cio,-& co, 3r, co,ci-,ci $& c,cio,-& r,c-r& d- 5$t d-

r-$idd! co, &-,tido d-$ #"or ? co, 3r, &ti&5cci/, :#- d %od-r -6%r-&r

0i-rt"-,t-! ? -, c,cio,-&! co&& :#-! d- c#-rdo co, 'r-#d! d-0-r4,

-&tr r-%ri"id& ? 1";& &-r -6%r-&d&.

Si 0i-, -&to& "#cco& &o, d-&o0-di-,t-& ? c&i ,#,c co"%$ci-,t-&

co, $o& %dr-& ? co, otr& 5i3#r& -, #toridd ? %#-d-, $$-3r -,

oc&io,-& &-r t, i,3o0-r,0$-& co"o :#8$$o&! cr-c-, d- $ ,-c-&idd

d- #to,o"4 :#- crct-ri9 $o& cti2"-,t- #to& 5ir"ti2o&. A&4!

%#-d-, i,t-,tr! %or "-dio& &-r2i$-& o i$-34ti"o&! &ocir&- co, $&

%-r&o,& :#- -&t;, -, -$ %od-r co, t$ d- $c,9r & 5i,-&. E&to&

"#cco& &o,! d-";&! i"%#$&i2o&! i"%-t#o&o&! ";& -6cit0$-& :#- &

co"%


19/23

co,tro$ i,t-r,o cti2o %&i2o! co, d-&-o& d- do%tr "od-$o& d- co,"o

d- $o& E&tdo& U,ido&! ? %-rr co,dici/, ct#$ d- 2id. U, dto :#-

r-5$-1 -&t- c"0io -& :#- $o& c-,tro& co"-rci$-& -, M86ico "ro, +.+

"i$$o,-& d- "X %r -$ ())+! -, t,to $ i,d#&tri d- c-,tro& co"-rci$-&

cr-ci/ do& d43ito& -, $o& @$ti"o& do&


20/23

CAPITULO 3 METODO DE INVESTIGACION.

.* Ti%o d- I,2-&ti3ci/,

E$ %r-&-,t- tr01o corr-&%o,d- #, i,2-&ti3ci/, %$icd %#-&to :#- ,o&

dr-"o& $ tr- d- %$icr -,c#-&t& $o& co,"idor-& $oc$-& %r r-c0r

i,5or"ci/, c-rc d- & %r-5-r-,ci& co"-rci$-&.

Pr A,d-rE33 ()**! $& i,2-&ti3cio,-& %$icd& &o, $ r-&%#-&t

-5-cti2 ? 5#,d"-,td #, %ro0$-" d-t-ctdo! d-&crito ,$i9do ?

,$i9do d-&crito. L i,2-&ti3ci/, %$icd co,c-,tr t-,ci/, -, $&

%o&i0i$idd-& 5;ctic& d- $$-2r $ %r;ctic $& t-or4& 3-,-r$-&! ? d-&ti,

& -&5#-r9o& r-&o$2-r $o& %ro0$-"& ? ,-c-&idd-& :#- &- %$,t-, $o&

o"0r-& -, &oci-dd -, #, corto! "-di,o o $r3o %$9o. E& d-cir! &-



21/23

i,t-r-& 5#,d"-,t$"-,t- %or $ %ro%#-&t d- &o$#ci/, -, #, co,t-6to

54&ico&oci$ -&%-c45ico.

.( E,5o:#-

E$ -,5o:#- :#- %r-&t ,#-&tr i,2-&ti3ci/, -& c#,titti2o! %or:#- %r-t-,d-"o&

d-&c#0rir co,c$#&io,-& -, 0&-& -,c#-&t& %$icd& $o& co,"idor-&

$oc$-&.

Pr H-r,;,d-9! '-r,;,d-9 ? B%ti&t ())! -&t0$-c- :#- &- #ti$i9

&-c#,dri"-,t- $ r-co$-cci/, d- dto& 5#,d"-,td -, $ "-dici/,! $

2-rdd -& 0&o$#t ? :#- #, @,ic r-$idd %#-d- d-5i,ir&- %or "-dici/,

c#iddo&. Pr -,co,trr $ 2-rdd! -$ i,2-&ti3dor d-0- d-1r #, $do

& 2$or-&! cr--,ci&! &-,ti"i-,to& ? %-rc-%cio,-& %-r&o,$-& %#-&to :#-

,o %#-d-, -,trr -, $ "-dici/,.

. A$c,c- D- L I,2-&ti3ci/,

D-&cri%ti2 d-0ido :#- %r-t-,d-"o& d-&c#0rir $& c#&& :#- rdic, -, $o&

co,"idor-& $oc$-& %r o%tr %or $3@, o $3#,o& 5ctor-& otro&! $$-2,do

-&to #, ,;$i&i& 3-,-r$ d-$ 5-,/"-,o o01-to d- -&t#dio.

=B#&c, -&%-ci5icr! $& %ro%i-dd-&! $& crct-r4&tic& ? $o& %-r5i$-& d- $&

%-r&o,&! 3r#%o&! co"#,idd-&! %roc-&o& o c#$:#i-r otro 5-,/"-,o :#-&- &o"-t #, ,;$i&i&> D,-! *.

. Di&-


22/23

N#-&tro tr01o d- i,2-&ti3ci/, -& d- di&-


23/23

STANTON! i$$i" J.! -t $. ()). '#,d"-,to& d- Mr-ti,3 * Edici/,.

M86ico Ed. Mc GrK Hi$$.


Metodologia 1era parte

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