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Register a new userThe Role of Marketing Research in the Process of Renewal and Innovation: A Case Study of Juice Companies in Lattakia City
دور بحوث التسويق في عملية التجديد و الابتكار "دراسة ميدانية على شركات العصائر في محافظة اللاذقية"
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تشغل المعلومات دوراً أساساً في صنع القرارات و في وضع الخطط و الاستراتيجيات التسويقية للشركات، و تعتبر بحوث التسويق أداة مهمة تساعد على جمع المعلومات و تنميتها، و يتناول هذا البحث دور بحوث التسويق في عملية التجديد و الابتكار. و قد توصل الباحث من خلال هذا البحث، و اختبار فرضياته إلى أن هناك علاقة إيجابية ذات دلالة بين القيام ببحوث التسويق و بين تقديم منتجات جديدة باستمرار، و كذلك وجود علاقة إيجابية ذات دلالة بين القيام ببحوث التسويق و تطوير المنتجات من الناحيتين الفنية و التسويقية في الشركات محل الدراسة.
Information plays a key role in decision-making and in making marketing plans and strategies for companies. Marketing research is an important tool to help collect and develop information. This research addresses the role of marketing research in the process of renewal and innovation. This research shows that there is a positive significant relationship between conducting marketing research and constantly offering new products, as well as the existence of a positive significant relationship between conducting marketing research and the development of existing products both technically and marketingwise.
Artificial intelligence review:
Research summary
تناولت هذه الدراسة دور بحوث التسويق في عملية التجديد والابتكار في شركات العصائر بمحافظة اللاذقية. أكدت الدراسة على أهمية المعلومات في صنع القرارات ووضع الخطط والاستراتيجيات التسويقية. أظهرت النتائج وجود علاقة إيجابية ذات دلالة بين القيام ببحوث التسويق وتقديم منتجات جديدة باستمرار، وكذلك بين بحوث التسويق وتطوير المنتجات من الناحيتين الفنية والتسويقية. اعتمد الباحثون على المنهج الوصفي لجمع البيانات من المراجع والدراسات السابقة، بالإضافة إلى استبيانات موجهة لمدراء الشركات محل الدراسة. تم تحليل البيانات باستخدام برنامج SPSS، وأظهرت النتائج أن بحوث التسويق تلعب دوراً مهماً في الكشف عن الفرص السوقية وتطوير المنتجات بما يتماشى مع احتياجات المستهلكين. أوصت الدراسة بضرورة تفعيل دور بحوث التسويق وتوجيه الشركات بثقافة الابتكار وتطوير قسم خاص للتطوير والابتكار.
Critical review
دراسة نقدية: على الرغم من أن الدراسة قدمت نتائج مهمة حول دور بحوث التسويق في التجديد والابتكار، إلا أنها قد تكون محدودة من حيث العينة الجغرافية التي اقتصرت على محافظة اللاذقية فقط. كان من الممكن توسيع نطاق الدراسة لتشمل مناطق أخرى للحصول على نتائج أكثر شمولية. بالإضافة إلى ذلك، كان من الممكن استخدام أساليب تحليلية أكثر تعقيداً لتعزيز النتائج. كما أن الدراسة لم تتناول بشكل كافٍ التحديات التي قد تواجه الشركات في تطبيق نتائج بحوث التسويق.
Questions related to the research
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ما هو الدور الأساسي لبحوث التسويق في الشركات؟
تلعب بحوث التسويق دوراً أساسياً في جمع المعلومات وتحليلها لمساعدة الشركات في صنع القرارات ووضع الخطط والاستراتيجيات التسويقية.
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ما هي العلاقة بين بحوث التسويق وتقديم منتجات جديدة؟
أظهرت الدراسة وجود علاقة إيجابية ذات دلالة بين القيام ببحوث التسويق وتقديم منتجات جديدة باستمرار.
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ما هي المنهجية التي اعتمدها الباحثون في هذه الدراسة؟
اعتمد الباحثون على المنهج الوصفي لجمع البيانات من المراجع والدراسات السابقة، بالإضافة إلى استبيانات موجهة لمدراء الشركات محل الدراسة.
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ما هي التوصيات التي قدمتها الدراسة للشركات محل البحث؟
أوصت الدراسة بضرورة تفعيل دور بحوث التسويق، توجيه الشركات بثقافة الابتكار، تطوير قسم خاص للتطوير والابتكار، والاهتمام بتكنولوجيا المعلومات وبناء قاعدة بيانات شاملة.
References used
VAZUEZ. M; FRANCISCO. J; SILVA. C;RUIZ. D. Does the firm's market orientation behavior influence innovation's success. Management Decision, Vol. 50, No .8, 2012, PP 1445-1464
WITEL. L; LOFGREN. M; GUSTAFSUN. A. Identifying ideas of attractive quality in the innovation process. THE TQM JOURNAL, Vol. 23, No .1, 2011, PP 87-99
Hair, Joseph F. Bush, Ropert P. Otinau, David J. Marketing Research Within A Changing Information Environment, second edition, McGraw – Hill, United States , 2003, PP 28-29
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