<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202023000300795</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Diseño de estrategias de marketing para el desarrollo microempresarial del sector comercio en las Ciudades de Guayaquil y la Libertad: validación del instrumento de investigación]]></article-title>
<article-title xml:lang="en"><![CDATA[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]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fernández Rodríguez]]></surname>
<given-names><![CDATA[Katia Lisset]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lovato Torres]]></surname>
<given-names><![CDATA[Sofía Georgina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ortiz Luzuriaga]]></surname>
<given-names><![CDATA[María Tamara]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Narváez Cumbicos]]></surname>
<given-names><![CDATA[José Gonzalo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Silva Leoro]]></surname>
<given-names><![CDATA[Genessis Denisse]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guayaquil  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<volume>15</volume>
<numero>3</numero>
<fpage>795</fpage>
<lpage>813</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202023000300795&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202023000300795&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202023000300795&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El objetivo del presente artículo expone el proceso de construcción y validación del instrumento de investigación de las estrategias de marketing en el sector microempresarial en las ciudades de Guayaquil y La Libertad. Esta experiencia organiza una de las tareas del proyecto de investigación FCI 005-2020, desarrollada en la Facultad de Ciencias Administrativas de la Universidad de Guayaquil. La tarea que se evidencia en los resultados presentados en este artículo consta en demostrar la relación de variables, las estrategias de marketing y desarrollo microempresarial. Para su procesamiento, se inicia con la revisión bibliográfica que posibilitó identificar los referentes relacionados con las categorías principales de la investigación, realizar la triangulación teórica, definir la matriz de operacionalización de variables y elaborar el primer cuestionario de encuesta. En un segundo momento se aplicó el instrumento a una muestra de 30 microempresarios del sector comercio de la ciudad de Guayaquil, se aplicó la técnica Alfa de Cronbach y se realizó el análisis correlacional de las variables. El proceso permitió evaluar la confiabilidad y consistencia del cuestionario de encuesta elaborado, además de su validez de contenido y de constructo. El instrumento sirve de referente a estudios diagnósticos que se realicen en este objeto de investigación.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Estrategias de marketing]]></kwd>
<kwd lng="es"><![CDATA[Desarrollo microempresarial]]></kwd>
<kwd lng="es"><![CDATA[Sector comercio]]></kwd>
<kwd lng="es"><![CDATA[Validación del instrumento de investigación]]></kwd>
<kwd lng="en"><![CDATA[Marketing strategies]]></kwd>
<kwd lng="en"><![CDATA[Microenterprise development]]></kwd>
<kwd lng="en"><![CDATA[Commercial sector]]></kwd>
<kwd lng="en"><![CDATA[Validation of the research instrument]]></kwd>
</kwd-group>
</article-meta>
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