واقع بحوث التسويق عبر الإنترنت عالميا : مع الإشارة لحالة الجزائر

الملخص EN

This study aims to highlight the reality of online marketing research at the global level.

And the importance of using the Internet in marketing research, because of the weakness of marketing research industry in Algeria (0.05% of the global sending on marketing research in 2017, with both Tunisia and Morocco), we asked a sample of marketing research agencies in Algeria, to give us the causes and solutions to promote internet adoption by marketing researchers and developing the industry in the country.

Global statistics showed that the volume of internet marketing research is growing constantly, accounting for 44% of the world spending on marketing research in 2017.

However, in Algeria there is a lack of specialized agencies in internet marketing research, and a few numbers of agencies adopt the internet in its projects.

According to the agencies managers in the sample, poor competition, lack of reliable secondary data, and the weak demand and confidence in local agencies are among the main reasons behind the lack of development of the industry and the weak adoption of the internet by the Algerian agencies.

Encouraging free competition and making secondary data available via internet are among the solutions proposed.