Aplicación de mapas cognitivos difusos para la toma de decisiones en el marketing político-electoral en la elección de representantes estudiantiles de la Universidad de Guayaquil.
Fecha
2017
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Universidad De Guayaquil. Facultad de Ciencias Matemáticas y Físicas. Carrera de Ingeniería en Sistemas Computacionales
Resumen
Las actividades políticas y de campañas electorales son procesos envueltos en un amplio margen de incertidumbre donde factores variables pueden influir mucho en la eficacia de las estrategias de marketing, para lo cual el uso de modelos basados en lógica difusa que simulen la presencia de estos factores es de gran utilidad como apoyo a la toma de decisiones en las estrategias políticas. Los mapas cognitivos difusos permiten analizar contenidos temáticos de una disciplina, situaciones y también procesos que intervienen en el desarrollo de estrategias operativas, proporcionando una imagen mental tomada del ambiente y a la que puede recurrirse para analizar los cambios que se producen en el medio que se está analizando cuando se modifican los estímulos ambientales originales. A través de este método se logró identificar las causalidades y estructuras subyacentes dentro de la construcción de una campaña electoral con lo cual se pudo desarrollar un mapa cognitivo que describa este sistema sirviendo como base para la toma de decisiones y que puede ser perfectible al implementar datos históricos para mejorar la fiabilidad del modelo propuesto.
Political activities and electoral campaigns are processes involved in a margin of uncertainty where variable factors can greatly influence the effectiveness of marketing strategies, for which the use of models in the diffuse logic that simulates the presence of these factors, very useful as support for decision making in political strategies. Cognitive maps are not synonymous with a competence, situations and also processes that intervene in the development of operational strategies, a mental image taken from the environment that can be used to analyze the changes that occur in the environment that is being analyzed when the original environmental stimuli. Through this methodology it was possible to identify the causes and the underlying structures within the construction of an electoral campaign with what can be developed a cognitive map that describes this system serving as a basis for decision making and that can be improved by implementing historical data to improve the reliability of the proposed model.
Political activities and electoral campaigns are processes involved in a margin of uncertainty where variable factors can greatly influence the effectiveness of marketing strategies, for which the use of models in the diffuse logic that simulates the presence of these factors, very useful as support for decision making in political strategies. Cognitive maps are not synonymous with a competence, situations and also processes that intervene in the development of operational strategies, a mental image taken from the environment that can be used to analyze the changes that occur in the environment that is being analyzed when the original environmental stimuli. Through this methodology it was possible to identify the causes and the underlying structures within the construction of an electoral campaign with what can be developed a cognitive map that describes this system serving as a basis for decision making and that can be improved by implementing historical data to improve the reliability of the proposed model.
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Palabras clave
Mapa Cognitivo Difuso, Lógica Difusa, Marketing Político, Estrategias de Marketing, Toma de Decisiones, Análisis de Escenario