{"id":13033,"date":"2015-01-22T01:25:12","date_gmt":"2015-01-22T01:25:12","guid":{"rendered":"https:\/\/www.sisinternational.com\/?p=13033"},"modified":"2026-01-25T19:37:09","modified_gmt":"2026-01-26T00:37:09","slug":"monitor-de-marca-de-neumaticos-ee-uu-alemania-brasil","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/es\/monitor-de-marca-de-neumaticos-ee-uu-alemania-brasil\/","title":{"rendered":"Investigaci\u00f3n de marcas de neum\u00e1ticos en EE. UU., Alemania y Brasil"},"content":{"rendered":"
\"Investigaci\u00f3n<\/figure>\n\n\n\n
\n\n\n

Contexto<\/h2>\n

A principios de 2014, SIS International Research complet\u00f3 un estudio en l\u00ednea de Tire Brand Monitor en varios pa\u00edses, concentr\u00e1ndose en los mercados de EE. UU., Alemania y Brasil.<\/p>\n

El cliente era una empresa alemana que trabajaba para un fabricante de neum\u00e1ticos chino. El objetivo era realizar un seguimiento de marca de referencia en sus mercados objetivo clave, que son Estados Unidos, Alemania y Brasil.<\/p>\n

The objective of this quantitative study was to gather and analyze data relating to perceptions and expectations of the client\u2019s brand and its competitors, from end-customers who were interested in automotive topics and had a basic level of knowledge about different tire brands in those markets<\/a>.<\/p>\n

Los temas clave de este estudio cuantitativo incluyeron:<\/h3>\n

Conocimiento de marca sin ayuda
\nConocimiento de marca ayudado
\nUso de medios y fuentes de informaci\u00f3n.
\nCriterios de compra y calidad.
\nFamiliaridad con la marca
\nImagen de marca en un entorno competitivo.
\nConocimientos especiales sobre neum\u00e1ticos 'verdes' (= neum\u00e1ticos de baja resistencia a la rodadura), etiquetado de neum\u00e1ticos, etc.
\nAlign marketing strategies for growth<\/a> and advantage<\/p>\n

Soluci\u00f3n<\/h2>\n

After reviewing the specifications of the project and after analyzing the project objectives in more detail, the client decided, based on SIS recommendations, to conduct this project by making use of computer assisted web interviews<\/a> (CAWI) online.<\/p>\n

El grupo objetivo se especific\u00f3 como la poblaci\u00f3n objetivo compuesta por estadounidenses\/alemanes\/brasile\u00f1os urbanos que pose\u00edan y manten\u00edan un autom\u00f3vil y tomaron al menos una decisi\u00f3n de reemplazo de llantas una vez en los \u00faltimos 24 meses. El tama\u00f1o de la muestra se fij\u00f3 en 500 interviews per market<\/a><\/b> con una larga entrevista entre 15 y 20 minutos<\/b>.<\/p>\n

Despu\u00e9s de finalizar todas las especificaciones del proyecto y las traducciones necesarias de los materiales a los idiomas locales, el equipo de SIS program\u00f3 el cuestionario.<\/p>\n

As the study needed to be conducted in three different countries, continuous consultation and especially a regularly monitoring were inevitable pillars of the SIS project<\/a> management. As this project was conducted across three different time zones, SIS had to pay<\/a> explicit attention to every detail, market characteristics and differences that might occur and influence the final results.<\/p>\n

The entire project was supervised by the German office out of Berlin. The German team was responsible for the direct communication with the client as well as the overall logistical implementation of the project. As SIS International Research<\/a> has conducted many similar projects in the past, SIS was able to solve all upcoming challenges during the run of the project so that in the very end another global quantitative project was successfully completed.<\/p>\n

Acerca del SIS<\/h3>\n

SIS International Research is a leading global Mercado<\/a> Research, Market Intelligence and Strategy firm with over 30 years of experiences in conducting national, international and global projects.<\/p>","protected":false},"excerpt":{"rendered":"

Obtenga m\u00e1s informaci\u00f3n en nuestro estudio de caso sobre un proyecto de investigaci\u00f3n de marca que realizamos en todo el mundo.<\/p>","protected":false},"author":1,"featured_media":62999,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-13033","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts\/13033","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/comments?post=13033"}],"version-history":[{"count":9,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts\/13033\/revisions"}],"predecessor-version":[{"id":81597,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts\/13033\/revisions\/81597"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media\/62999"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media?parent=13033"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/categories?post=13033"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/tags?post=13033"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}