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, data mining marketing research technique) as an independent variable in determining the elements of the promotional mix with its variables represented by (advertising, sales promotion, personal selling, public relations, direct digital marketing) as a dependent variable, in the Iraqi General Company for Textiles and Leather, as the problem of the study was embodied in the decrease in demand for the company's products due to the intense competition from imported products (Arab and international). To achieve the research objective, a questionnaire was used that was directed to the company's senior and middle management and those in the position of (General Manager, Assistant General Manager, Department Manager, and Deputy Department Manager), using a set of appropriate statistical methods 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 a set of conclusions, the most important of which is that marketing research with its three techniques is linked to a significant statistical correlation with the elements of the promotional mix. These results reflect the importance of the role of marketing research. In determining the elements of the promotional mix and based on the results reached by the researchers, recommendations were formulated, the most prominent of which was the necessity 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 and which suits its capabilities and resources, and which should be ignored, pay great attention to the company's external environment and know the opportunities and threats included in the market sector, keep pace with modern technological developments, enhance competitive capabilities, and improve product quality to ensure increased company sales.