The role of marketing research in increasing sales

Nayef bin Ayed bin Dhafar Al-Shubwi Al-Qahtani presented his research on the role of marketing research in increasing sales at the Gate Academy celebration, "Gate Academy May.

Introduction:
Marketing is one of the disciplines that aligns with modern ideas and emerging technologies. Every marketing activity should address the audience in an engaging manner, reflecting the desire to establish a genuine relationship. It should also share the company's overall vision, perspectives, and brand values.

Marketing has existed since humans inhabited the Earth, evolving through trade exchanges between nations. However, it gained academic attention only in the early 20th century due to expanding and diversified markets, advancements in communication and transportation, and increased societal demands for luxury and consumption.

Marketing activities aim to satisfy and meet societal needs by relying on marketing strategies that create exchange processes, achieving individual and corporate goals in the markets.

The implementation of marketing requires creative human capabilities, both technical and managerial, to achieve organizational objectives. Marketing research is among the crucial tools used to gather marketing-related information about the internal and external environment of the organization or company. It significantly contributes to making informed marketing decisions. Neglecting marketing research in decision-making processes can lead to decisions based on personal experiences or opinions, which may be inaccurate.

Research Problem:
Marketing activities have gained significant importance, especially after the industrial revolution, which resulted in surplus production in recent years. Relying on personal experiences or opinions for marketing decision-making is often inappropriate. Thus, the main question for the study is: "What is the role of marketing research in increasing sales?"

This main question branches into several sub-questions, including:
- What is the meaning of marketing?
- What is the definition of marketing research?
- What are the reasons for the interest in marketing research?
- What is the importance of marketing research?
- What is the meaning of sales?
- What is the importance of sales forecasting?
- What is the difference between traditional and modern sales?

Significance of the Study:
Scientific Significance: This study can serve as a source for researchers and scientists interested in understanding the role of marketing research in increasing sales, acting as a starting point for further research in this field.

Practical Significance: The study may yield results contributing to recommendations and proposals for decision-makers within companies or institutions. It can help them understand the role of marketing research in increasing sales and how to apply it if it positively impacts company sales.

Study Objectives:
The study aims to understand the role of marketing research in increasing sales by achieving several sub-objectives, including defining marketing, introducing the concept of marketing research, identifying reasons for the growing interest in marketing research, highlighting the importance of marketing research, defining sales, introducing sales management, emphasizing the importance of sales forecasting, and differentiating between traditional and modern sales.

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