Gestión Empresarial basada en Métodos Cuantitativos

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    Medición del impacto del valor de la marca en la intención de compra del sector automotriz
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Gestión Empresarial basado en Métodos Cuantitativos, 2018) Quinteros Urquizo, Irma Llomaira; Santamaría Freire, Edwin Javier
    At present the dimensions of the value of the brand have influenced in some way in the behavior of purchase of the consumers, the automotive sector is not the exception for this rhetoric. Therefore, the objective of this study is to determine the dimensions of the brand that intervene in the purchase intention process and the impact they have on consumer behavior when making the final decision. t is very important to study the factors that intervene in the purchase intention, and in the same way determine the influence that the dimensions of the brand have on these. This research uses two quantitative methods to measure the impact of the brand's value on the purchase intention, the first is made by the Pearson Correlation method determines the most relevant and significant elements, and the correlation that exists between these . The other method to be used is that of discriminants in which the representative variables are identified, those that interact with each other and those that work alone. Finally, thanks to this measurement, a strategic plan is presented consisting of those variables resulting from the statistical analysis. These strategies are easy and effective to apply since they are adapted to the environment provided by the automotive sector and which aim to improve the purchase intention of light vehicles in the downtown area.
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    Medición cuantitativa de los niveles de calidad de vida en áreas intervenidas por proyectos de vinculación universitaria
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Gestión Empresarial basado en Métodos Cuantitativos, 2018) Dávila González, Mayra Alejandra; Peñaherrera Zambrano, Santiago Xavier
    Linking with Society, understood as one of the substantive functions of the University, it is oriented towards problems that stimulate reciprocal university-community interaction, raising the quality of life of the population is the main objective of this transforming action. The present investigative work-studies the change generated by linking projects in the quality of life of the beneficiaries of intervened areas the process of measuring the quality of life does not have a clear methodology that allows obtaining real data on the intervention developed by the University. It is also necessary to have a simple method to measure the quality of life and at the same time adapt to the conditions of the environment in which it is being developed. The multidimensional components of the quality of life achieve the measurement process in a complex task, and that is that, in each one of the dimensions there is an endless number of indicators that can be generated and analyzed. Therefore, the research work uses quantitative statistical tools that simplify information, thus constituting the basis for decision-making. Through the present research work, quantitative measurement of quality of life in areas intervened by university linking projects is proposed, which can be performed in the analysis of Institutional Domains that benefit from research lines and that have been constituted in the parameters of action within the different dimensions of quality of life. We used the Statistical Method of Analysis of Principal Components that reduces the indicators by grouping them into one or more components constituted by variables with common characteristics. This method was carried out through the statistical program SPSS Statistical Package for Social Sciences. Finally, we present a formula composed of variables, results of statistical analysis, this procedure is simple and easy to use in a way that adapts to the environment that allows knowing the impact of university action in society and how it has contributed to improve the quality of life of the population.