The role of marketing research techniques in determining the elements of the promotional mix (A survey study in the Iraqi General Company for Textiles and Leather

Abstract

The research aims to identify the role of marketing research techniques with its variables represented by (experimental marketing research technique, hidden marketing research technique, marketing research technique for data mining) as an independent variable in the promotional mix with its variables represented by (advertising, sales promotion, personal selling, publicrelations, direct digital marketing) as a dependent variable, in the Iraqi General Company for Textiles and Leather, as the problem of the study was embodied by the decrease in demand for the company’s products due to the intense competition from importedproducts (Arab and international). To achieve the research objective, a questionnaire was used that was directed to the upper and middle management in the company, which is the intentional sample consisting of (335) respondents and those who hold the position of (general manager, assistant general manager, department manager, deputy department manager, division manager, deputy division manager), using a set of appropriate statistical methods (weighted average, standard deviation, relative importance, Cronbach’s alpha test, normal distribution test, coefficient of determination R2, correlation coefficient (person), F-TEST test, t coefficient, slope (β), confirmatory factor analysis) to analyze the research variables to show the impact and correlation, using the statistical program (SPSS). Through analyzing the results of these questionnaires, the researchers reached the most important results, which is the relationship of marketing research with its three techniques with a significant statistical correlation with the promotional mix. These results reflect the importance of the role of marketing research in the promotional mix. Based on the results reached by the researchers, recommendations were formulated, the most prominent of which was the need for the company to identify all market sectors, evaluate the different market segments, determine which can best serve them, decide which segment occupies a place within its priorities, which suits its capabilities and resources, and which should be ignored. Great attention should be paid to the company's external environment, know the opportunities and threats included in the market sector, keep pace with modern technological developments, enhance competitive capabilities, and improve the quality of products to ensureincreased sales for the company