Adopting marketing research in small and medium enterprises and the challenges facing its application: Study of a sample of officials in the food industrial sector

Abstract

This study aimed to find out the reality of adopting marketing research in small and medium enterprises in the food industrial sector, and the obstacles that prevent it from being conducted and approved. In collecting primary data, the researchers resorted to inspecting the institutions and distributing questionnaire forms manually to individuals from a random sample consisting of marketing officials in these institutions. The questionnaires were subjected to analysis using the statistical program SPSS 20. The study reached a set of results, including that the institutions under study do not practice marketing research activity, and that there are several limitations and restrictions that hinder the latter from exploiting this research.