The Role of Marketing Research in the Process of Renewal and Innovation: A Case Study of Juice Companies in Lattakia City

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.