Abstract

FERNANDEZ RODRIGUEZ, Katia Lisset et al. Design of marketing strategies for the microenterprise development of the commerce sector in the Cities of Guayaquil and la Libertad: validation of the research instrument. Universidad y Sociedad [online]. 2023, vol.15, n.3, pp. 795-813.  Epub June 30, 2023. ISSN 2218-3620.

The objective of this article is to expose the process of construction and validation of the research instrument of marketing strategies in the microenterprise sector in the cities of Guayaquil and La Libertad. This experience organizes one of the tasks of the FCI 005-2020 research project, developed at the Faculty of Administrative Sciences of the University of Guayaquil. The task that is evidenced in the results presented in this article consists in demonstrating the relationship of variables, marketing strategies and microenterprise development. For its processing, it begins with the bibliographic review that made it possible to identify the referents related to the main categories of the research, carry out the theoretical triangulation, define the matrix of operationalization of variables and prepare the first survey questionnaire. In a second moment, the instrument was applied to a sample of 30 microentrepreneurs from the commerce sector of the city of Guayaquil, the Cronbach's Alpha technique was applied and the correlational analysis of the variables was carried out. The process demonstrated the reliability and consistency of the elaborated survey questionnaire, in addition to its content and construct validity. The instrument serves as a reference for diagnostic studies carried out in this research object.

Keywords : Marketing strategies; Microenterprise development; Commercial sector; Validation of the research instrument.