<?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>2683-2690</journal-id>
<journal-title><![CDATA[The Anáhuac journal]]></journal-title>
<abbrev-journal-title><![CDATA[The Anáhuac j.]]></abbrev-journal-title>
<issn>2683-2690</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac del Sur S.C., Facultad de Economía y Negocios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-26902021000200050</article-id>
<article-id pub-id-type="doi">10.36105/theanahuacjour.2021.v21n2.02</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Modelo predictivo para la selección de técnica de medición de la opinión pública]]></article-title>
<article-title xml:lang="en"><![CDATA[Predictive model for the selection of a public opinion measurement technique]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Herrero-Corona]]></surname>
<given-names><![CDATA[Luis]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,De las Heras Demotecnia  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<volume>21</volume>
<numero>2</numero>
<fpage>50</fpage>
<lpage>77</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-26902021000200050&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-26902021000200050&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-26902021000200050&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo de este artículo es construir un modelo predictivo, a partir de información de estudios realizados en agencias de investigación de mercados y de opinión pública, que indique el método de recolección de datos que se recomienda utilizar, que puede ser encuestas personales, telefónicas o en línea, de acuerdo con los parámetros de cada estudio. El tipo de modelo predictivo es de clasificación, y se construyen y se analizan modelos a partir de las técnicas de minería de datos de árboles de decisiones, análisis discriminante, análisis de K vecinos más cercanos y análisis de redes neuronales. Adicionalmente, se realiza una segmentación de contactos en clústeres para complementar y enriquecer el conocimiento que aportan las técnicas clasificatorias. Se concluye que los modelos generados tanto por árboles de decisiones como por redes neuronales son los que mejor predicen la técnica de medición de opinión pública a utilizar.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The objective of this article is to build a predictive model, based on information from projects carried out in market research and public opinion survey companies, choosing the recommended data collection method, which can be face to face interviews, telephone or online surveys, according to the requirements of each case. The predictive model type is one of classification, and several are built and analyzed using decision tree data mining techniques, discriminant analysis, K nearest neighbor analysis, and neural network analysis. Additionally, a segmentation of contacts in clusters is carried out to complement and enrich the knowledge provided by the classification techniques. It is concluded that the models generated by both decision trees and neural networks are the ones that best predict the public opinion measurement technique to be used.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[encuestas]]></kwd>
<kwd lng="es"><![CDATA[opinión pública]]></kwd>
<kwd lng="es"><![CDATA[modelo predictivo]]></kwd>
<kwd lng="es"><![CDATA[C38]]></kwd>
<kwd lng="es"><![CDATA[C45]]></kwd>
<kwd lng="es"><![CDATA[C83]]></kwd>
<kwd lng="es"><![CDATA[M30]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[surveys]]></kwd>
<kwd lng="en"><![CDATA[public opinion]]></kwd>
<kwd lng="en"><![CDATA[predictive model]]></kwd>
<kwd lng="en"><![CDATA[C38]]></kwd>
<kwd lng="en"><![CDATA[C45]]></kwd>
<kwd lng="en"><![CDATA[C83]]></kwd>
<kwd lng="en"><![CDATA[M30]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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