دور بحوث التسويق في ترشيد القرارات التسويقية للمؤسسة - دراسة حالة قطاع خدمة الهاتف النقال في الجزائر-

Résumé: The primary aim of thisresearchconsists of finding the impact of marketing research in making the rational marketing decision. The researchertried to show how to apply this marketing researchand its major fields in the enterprise as well as making a marketing decision. Since marketing research is considered as a major source in providing marketing information for the decision maker, the researcheranalyzed how the marketing decision is affected by marketing research through a field study by which the researcherdesigned a questionnaire and applied it on a sample consisting of the three telecommunication operators in Algeria.After the statistical analysis of the primary collected data through this questionnaire and using advanced tools and statistical tests, like Correlate, Cronbach’s Alpha, multiple regression and One Way-ANOVA. In addition to our usage of the SPSS program, the researcher hasnoticed that there is an interest of the three enterprises to rationalize their marketing decisions through giving more importance to the marketing research in their marketing strategy and this is on different varying degrees since the major importance was given to advertising research.At last, the researcher has reachedthe final result that was the presence of an impact of statistical significance for marketing research on rationalizing the marketing decision of an enterprise.

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