Nagham Dayekh Abd Ali (1)
Background This study is grounded in the increasing complexity of organizational environments, where economic expansion, technological change, and rising competition intensify the need for accurate information to guide strategic decisions. Specific Background Within this context, marketing research is expected to enhance organizational understanding of markets, consumers, and environmental dynamics, while information awareness enables employees to access, evaluate, and use information effectively. Knowledge Gap Despite these assumptions, limited empirical evidence explains how marketing research contributes to information awareness at the organizational level. Aim This research examines the correlation and effect between marketing research and information awareness among employees of Al Kafeel Printing, Publishing and Distribution House. Results Statistical analysis of data from 26 employees revealed a negative but insignificant correlation between the variables, and no measurable effect of marketing research on information awareness, as indicated by significance values exceeding 0.05. Novelty The study challenges the prevailing belief that marketing research naturally strengthens information awareness, showing that the relationship may be context-dependent and influenced by structural or cultural factors. Implications These findings suggest the need to improve the integration of research outputs into organizational learning processes to enhance informed decision-making and reinforce information-based practices.Highlight :
The study shows a negative correlation between marketing research and information awareness.
Statistical results confirm no significant effect between the two variables.
Increased marketing research does not directly improve employees’ information awareness.
Keywords : Marketing Research, Information Awareness, Business Environment, Alkafeel Company
B. Y. Al-Tahir and S. Murad, “The Role and Importance of Marketing Research in Activating Marketing Decisions in Economic Institutions,” Journal of Economic and Financial Sciences, 2007, pp. 83–84. Available: [https://www.asjp.cerist.dz](https://www.asjp.cerist.dz)
P. Kotler and B. Dubois, Marketing Management, 8th ed., Paris, France: Publie-Union Edition, 1994.
E. E.-D. A. A. Al-Ala, Marketing Information and Research: Theory and Application, Part One – Advanced Marketing, Cairo, Egypt: Horus International Publishing and Distribution House, 2002.
D. Khalija, “Marketing Research and Its Applications in Algerian Enterprises: A Case Study of a Sample of Small and Medium Enterprises,” PhD dissertation, Department of Economics, University of Algeria, 2016. Available: [https://www.theses-algerie.com](https://www.theses-algerie.com)
J. S. Shelley and S. Shelley, Information Literacy: Essential Skills for the Information Age, 2nd ed., New York, USA: Libraries Unlimited, 2013.
A. B. Belabbas, “Information Awareness and Information Culture Among University Students: A Comparison Between Social Sciences and Natural Sciences Faculties,” Journal of Generation of Humanities and Social Sciences, vol. 194, no. 22, 2016. Available: [https://www.asjp.cerist.dz](https://www.asjp.cerist.dz)
D. J. Ismat, A. A. Latif, and M. R. Ibrahim, “The Role of Information Awareness Dimensions in the Effectiveness of Strategic Decisions: A Survey of Administrative Leaders at the University of Zkho,” Journal of Humanities, University of Zkho, vol. 7, no. 2, 2019. Available: [https://www.uoz.edu.krd](https://www.uoz.edu.krd)
M. M. Al-Shennawy, “The Extent of Information Awareness Among Student Teachers at the Faculty of Early Childhood Education and Their Attitudes Toward It in Light of the Big6 Model and Sustainable Professional Development,” Scientific Journal of Research and Publishing Management, vol. 2, no. 27, 2023. Available: [https://www.sjrp.org](https://www.sjrp.org)
S. Jewett, “Examining Canada’s Scientific Literacy Through COVID-19 Tweets,” Master’s thesis, The University of Western Ontario, Canada, 2022. Available: [https://ir.lib.uwo.ca](https://ir.lib.uwo.ca)
A. H. Al-Harbi, L. R. Al-Azmi, and H. J. Bouarki, “Identifying the Level of Information Awareness Among Library and Information Science Faculty in the College of Basic Education in the State of Kuwait,” Journal of Studies and Information Technology, vol. 10, no. 2, 2022. Available: [https://jsit.kw](https://jsit.kw)
S. Mollat and N. S. Saadia, “Information Literacy Among University Students: A Field Study of Master’s Students in the Department of Library and Information Science at Abdelhamid Ben Badis University,” Master’s thesis, Abdelhamid Ben Badis University, Mostaganem, Algeria, 2018. Available: [https://www.univ-mosta.dz](https://www.univ-mosta.dz)
A. D. Smith, “Digital Literacy and Its Role in the Information Age,” Information Technology Journal, vol. 16, no. 3, pp. 45–56, 2020. DOI: 10.3923/itj.2020.45.56
R. K. Thomas, “Improving Information Literacy Skills in Higher Education,” Journal of Educational Technology, vol. 12, no. 2, pp. 100–115, 2019. Available: [https://www.journals.edu-tech.org](https://www.journals.edu-tech.org)
M. S. Collins, “The Impact of Digital Tools on Information Literacy Education,” Library and Information Science Research, vol. 24, no. 1, pp. 89–104, 2021. DOI: 10.1016/j.lisr.2021.101004
L. J. Simmons, “Enhancing Information Literacy Through Online Learning Platforms,” Journal of Digital Education, vol. 8, no. 5, pp. 134–145, 2022. Available: [https://www.jdigitale.edu](https://www.jdigitale.edu)