Marketing research and its impact on achieving competitive advantage A field study on Al-Burj Cement Factory in Zliten

Abstract

This study aimed to identify the impact of marketing research through the four dimensions (product research, competition research, advertising research, distribution research) on achieving competitive advantage in the factory under study.

To achieve the objectives of the study, the descriptive approach was followed. in addition to the use of the field method in collecting data using a questionnaire form developed by researcher based on some previous studies, a number of (56) questionnaires were distributed, of which (50) were retrieved, and (8) were excluded from them that were not valid for statistical analysis, as the number of forms that could be analyzed was (42) questionnaires. and it was analyzed using the statistical package (SPSS) program in order to derive the results. among the most notable were: there is a statistically significant impact of competition research on achieving competitive advantage in the factory under study. while there is no statistically significant effect of (product research, advertising research and distribution research) on achieving competitive advantage in the factory under study.

Finally, the study presented a set of recommendations that may contribute to the interest in marketing research and activate its role in achieving competitive advantage in the factory under study.