Resumen

VILLEGAS ZAMORA, Diego Alonso.   The importance of the statistics applied to marketing decisions  . Investigación y Negocios [online]. 2019, vol.12, n.20, pp.31-44. ISSN 2521-2737.

Abstract Organizations in general and companies are faced with new challenges and challenges to maintain their competitive position in the market. Customers, consumers and buyers have access to information as never before, therefore, companies are with well-informed customers. Given this wave of data, companies must be prepared for sound decision-making based on properly structured and analyzed market research. Applied statistics constitutes a tool of great value for the main executives of a company that can use it as a valuable resource for marketing decision making. Astatistical culture must be created within organizations.

Palabras clave : Statistics applied; market research,; marketing decisions.

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