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TESIS DOCTORAL Selección Eficaz De Insights En Estrategias De UNIVERSIDAD COMPLUTENSE DE MADRID FACULTAD DE CIENCIAS DE LA INFORMACIÓN TESIS DOCTORAL Selección eficaz de insights en estrategias de comunicación a partir del estudio unificado de reacciones conscientes y no conscientes MEMORIA PARA OPTAR AL GRADO DE DOCTORA PRESENTADA POR Elena Martín Guerra DIRECTOR Alberto Luis García García Madrid Ed. electrónica 2019 © Elena Martín Guerra, 2018 UNIVERSIDAD COMPLUTENSE DE MADRID FACULTAD DE CIENCIAS DE LA INFORMACIÓN DOCTORADO EN COMUNICACIÓN AUDIOVISUAL, PUBLICIDAD Y RELACIONES PÚBLICAS TESIS DOCTORAL SELECCIÓN EFICAZ DE INSIGHTS EN ESTRATEGIAS DE COMUNICACIÓN A PARTIR DEL ESTUDIO UNIFICADO DE REACCIONES CONSCIENTES Y NO CONSCIENTES AUTOR ELENA MARTÍN GUERRA DIRECTOR ALBERTO LUIS GARCÍA GARCÍA MADRID, OCTUBRE 2017 Selección eficaz de insights en estrategias de comunicación a partir del estudio unificado de reacciones conscientes y no conscientes Página 2 Selección eficaz de insights en estrategias de comunicación a partir del estudio unificado de reacciones conscientes y no conscientes A mis dos familias: la de sangre (mamá va por las dos) y la de Sociograph Página 3 Selección eficaz de insights en estrategias de comunicación a partir del estudio unificado de reacciones conscientes y no conscientes AGRADECIMIENTOS: En especial, quiero agradecer, el apoyo de la empresa Sociograph por hacer que cada día sea una aventura con el mejor equipo que se puede tener. A The Room, por sus ganas, su iniciativa y su profesionalidad, con quien nos sentimos como uno más con ellos. Además, no quiero olvidarme de dar las gracias a Alberto Luis García García por todo su apoyo y por haberse implicado haciendo también suya esta investigación. Tampoco puedo olvidar a Alejandro Tapia, cuyos buenos consejos hacen que hoy esté donde estoy, a Marian Núñez, por su enfoque siempre certero, y a Clara de Pedro, porque quien la sigue la consigue... GRACIAS… Página 4 Selección eficaz de insights en estrategias de comunicación a partir del estudio unificado de reacciones conscientes y no conscientes ÍNDICE: AGRADECIMIENTOS: .............................................................................................................................. 4 ÍNDICE: .................................................................................................................................................. 5 ÍNDICE FIGURAS: .................................................................................................................................... 7 1. TABLAS: ............................................................................................................................................. 7 2. DIAGRAMAS: ....................................................................................................................................... 9 3. GRÁFICOS: ........................................................................................................................................ 10 ABSTRACT: ........................................................................................................................................... 11 RESUMEN: ........................................................................................................................................... 12 INTRODUCCIÓN: .................................................................................................................................. 13 JUSTIFICACIÓN: .................................................................................................................................... 20 HIPÓTESIS: ........................................................................................................................................... 23 OBJETO: ............................................................................................................................................... 25 OBJETIVOS: .......................................................................................................................................... 27 METODOLOGÍA: ................................................................................................................................... 28 1. Variables de estudio .................................................................................................................. 31 2. Modelización estadística ........................................................................................................... 33 3. Estimación de parámetros poblacionales. Intervalos de confianza y resultados previos ......... 34 ESTRUCTURA: ...................................................................................................................................... 36 MARCO TEÓRICO: ................................................................................................................................ 37 1. METODOLOGÍA MIXTA ......................................................................................................................... 37 1. Tipologías de metodologías de investigación mixta ................................................................. 39 2. Ventajas y desventajas.............................................................................................................. 44 3. Ejemplos de aplicación de investigación mixta ......................................................................... 49 2. EL RETO: CONOCER AL NUEVO CONSUMIDOR ............................................................................................ 52 1. El escenario para la evolución de las estrategias comunicativas de las marcas ....................... 53 2. La importancia del no consciente en el consumidor ................................................................. 59 3. INVESTIGACIÓN DE MERCADOS EN EL ESTUDIO DEL CONSUMIDOR ................................................................. 93 1. Neuromarketing ........................................................................................................................ 93 2. Marketing science: el futuro de la investigación de mercados ............................................... 113 4. INVESTIGACIÓN EN COMUNICACIÓN: EN BUSCA DE LA EFICACIA PUBLICITARIA ............................................... 123 1. Delimitación del concepto de eficacia publicitaria .................................................................. 123 Página 5 Selección eficaz de insights en estrategias de comunicación a partir del estudio unificado de reacciones conscientes y no conscientes 2. Medición de eficacia publicitaria ............................................................................................ 125 DISEÑO EXPERIMENTAL: .................................................................................................................... 143 1. PROTOCOLOS Y DISEÑO METODOLÓGICO ............................................................................................... 143 2. ELECCIÓN DE TEMÁTICA: MERCADO DE LAS VIDEOCONSOLAS ..................................................................... 147 APLICACIÓN A UN CASO REAL: ........................................................................................................... 151 1. OBJETIVOS DE LA APLICACIÓN EXPERIMENTAL ......................................................................................... 151 2. MUESTRA ....................................................................................................................................... 152 3. EJECUCIÓN DEL ESTUDIO .................................................................................................................... 153 4. RESULTADOS DEL ESTUDIO.................................................................................................................. 155 1. Ocio virtual y videojuegos ....................................................................................................... 156 2. Identificación de las distintas situaciones de juego ................................................................ 160 3. Insights de cada una de las situaciones de juego .................................................................... 180 4. Insight general asociado a la categoría .................................................................................. 185 VALIDACIÓN METODOLÓGICA: .......................................................................................................... 186 1. COPY-TESTING DE EFICACIA PUBLICITARIA .............................................................................................. 187 1. Material a analizar .................................................................................................................. 187 2. Objetivos del estudio ............................................................................................................... 191 3. Metodología ............................................................................................................................ 192 4. Muestra ................................................................................................................................... 193 5. Ejecución del estudio ............................................................................................................... 194 6. Resultados del estudio ............................................................................................................ 195 2. CORRELACIÓN DE DATOS: ................................................................................................................... 221 VALIDACIÓN DE HIPÓTESIS:
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