The Study of the Application Extent of Marketing Research Concepts and Principles in the Algerian Economic Companies

Abstract

The main objective of this work is to study the role and importance of applying the concepts and principles of marketing research during the planification and control of marketing activity. To achieve this goal, authors discussed the theoretical framework of the study, which included the following approaches: marketing research and marketing research steps. Authors then tried to find out the potential impact of marketing research concepts and principles on the planification and control process of marketing activity in Algerian companies through the selection of a sample composed of 15 companies operating in the industrial zones located in M’sila and Bordj Bou Arreridj in Algeria, by focusing on the category of managers; because they are the decision-makers in companies. For this purpose, authors adopted the questionnaire as an essential tool. And in order to obtain meaningful results, authors adopted the statistical method through a set of indicators, such as Arithmetic average, Student’s, Fisher, and Chevy tests. The study reached the achievement of an important part of the general hypothesis; it has been shown that there are acceptable preparations in the studied sample of managers regarding their recognition of the great role played by marketing research in the planification and control of marketing activity in their companies. Marketing research is a key element within the total field of marketing information. It is the consumer, customer, and public to the marketer through information which is used to identify and define marketing opportunities and problems; to generate, refine and evaluate marketing actions; and to improve understanding of marketing as a process and of the ways in which specific marketing activities can be made more effective. Marketing research specifies the information required to address these issues; designs the method for collecting information; manages and implements the data collection process; analyses the results; and comunicates the findings and their implications. (Shukla, 2008, p. 16)