EFFECT OF MARKETING RESEARCH ON THE PERFORMANCE OF SMALL SCALE ENTERPRISES IN ABIA STATE

TABLE OF CONTENT

Title page                                                                                            i

Declaration                                                                                         ii

Certification                                                                                        iii

Dedication                                                                                          iv

Acknowledgement                                                                              v

Table of content                                                                                 vi

List of table                                                                                         vii

Abstract                                                                                              viii

CHAPTER ONE

INTRODUCTION

1.1        BACKGROUND OF THE STUDY                                                   1

1.2        STATEMENT OF PROBLEMS                                                       2

1.3        OBJECTIVE OF THE STUDY                                                        3

1.4    RESEARCH QUESTIONS                                                             4

1.5    RESEARCH HYPOTHESES                                                          5

1.5    RESEARCH HYPOTHESES                                                          6

1.6    SCOPE OF THE STUDY                                                               6

1.7    SIGNIFICANCE OF THE STUDY                                                  6

1.8.   DEFINITION OF TERMS                                                             7

CHAPTER TWO

LITERATURE REVIEW

2.1    MARKETING RESEARCH: AN OVERVIEW                                  8

2.2    MARKETING DEFINED                                                               8

2.3    USES OF MARKETING RESEARCH IN ORGANIZATIONS                9

2.4    ROLES OF MARKETING RESEARCH                                           11

2.5    TYPES OF MARKETING RESEARCH                                           12

2.6    SCOPE OF MARKETING RESEARCH                                           14

2.7    THE MARKETING RESEARCH PROCESS                                    16

 2.8   CLASSIFICATION OF RESEARCH TECHNIQUES                           18

2.9    QUANTITATIVE RESEARCH                                                       19

2.10  SERVICE DEFINED                                                                     20    

2.11  Characteristics Of Service/Service Marketing                           21

CHAPTER THREE

3.0    RESEARCH METHODOLOGY                                                       23

3.1    RESEARCH DESIGN                                                                   23

3.2    STUDY AREA                                                                              23

3.3    POPULATION OF STUDY                                                            24

3.4    SAMPLING PLAN AND SIZE                                                       24

3.5    DATA COLLECTION                                                                    25

3.5.1 Instrumental                                                                              25

3.5.2 Data Sources                                                                              25

3.5.3   Validity and Reliability                                                            25

3.6    Data Analysis                                                                             26

CHAPTER FOUR

DATA PRESENTATION ANALYSIS

4.0    INTRODUCTION                                                                        27

4.1    PRESENTATION OF DATA AND ANALYSIS OF

QUESTIONNAIRE.                                                                      27

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1    SUMMARY OF  FINDINGS                                                          55

5.2    CONCLUSION                                                                             55

5.3    RECOMMENDATIONS                                                                56

5.4.   SUGGESTIONS FOR FURTHER STUDY                                       5

REFERENCES

QUESTIONNAIRE

LIST OF TABLES

TABLE 1: Based on  Sex of Respondents.                                                       27

Table 2: based on age of Respondents                                                           28

Table 3:       Based on Married status of Respondents                                 29

Table 4: Based on Educational Qualification                                                 30

Table 6 Based on whether the company practice marketing

research: The question asked was, Do you believe

and practice marketing Research in your organization?                                           31

Table 7: Question 2: Marketing Research is necessary for the

 survival of an organization.                                                       32

Table 8: Question 3: Marketing Research affect the

Planning and development of a New Product.                                             33

Table 9: Question 4: Marketing Research Is A Management

Tool For Making Better Decision                                                                     34

Table 10: Questions 5: That Marketing Research is useful for

predicting future trend of event in your organization.                                35

Table 11:     Question 6, there is a specific area of focus          

where you carryout your research like price.                                               36

Table 12: Question 7: You use a particular promo-tool

like sales promotion in your research.                                                           37

Table 13: Question 8, Marketing Research enables your

organization to determine its product and market share.                        38

Table 14: Question 9: Your Organization Often Engages In

Marketing Research                                                                                         39

Table 15 Question 10: Your organization normally carryout

 customer orientation when developing a new product.                               40

Table 16: Question 11, Marketing research helps in identifying

market problems                                                                                              41

Table 17: Question 12, Personnel is being assigned to solve

such problem when hey arise.                                                                                  42

Table 18: Question 13: Your Organization Have A Separate

Department For Marketing Research Activity.                                             43

Table 19: Question 14: Marketing Research is done to

get vital information in developing quality product.                                   44

Table 20: Question 15: your organization carried out test

marketing in the process of developing New Product.                               45

Table 21: Question 16: marketing is a hindrance

planning and Development of firms products.                                             46

Table 22: Question 19, Marketing Research is not necessary

 for the development of a new products                                                       47     

Table 23: Question 20:Your Organization Often Undergo Research Training                                                                                                                                      48

Table 24 Question 21: Your organization have customers unit.            49

Table 25: Question 22: Marketing research is effectively being

used by your organization.                                                                              50

Table 26: Question 23: Marketing research department is

necessary in your organization                                                                       51

Table 27: Question 24:The state of the Economy has

effect on marketing research Activities.                                                        52

Table 28; Question 25; it is possible to improve in the

rketing research activities in Nigeria                                                             53

Table 29 shows the cost of marketing research and Net contributions 54

ABSTRACT

Marketing information and its reliance is designing marketing strategy has become important in the companies. It is based on this background that the research investigated “Effect of Marketing Research on the Performance of Small Scales Enterprises in Abia State. In the research process, a sample size of 35 was adopted from a population of 50. These was computed from a purposive non-probability sampling methods, whereby a 75% of the population was adopted. Questionnaires were designed to complete  primary data which were later analysis with simple percentage and presented in table. The research hypotheses were tested using simple regression model and correlation. After the study, the researcher concluded that marketing research enhances profitability among selected Small Scale Industries. Therefore the researcher recommended that marketing research should be adopted among the selected enterprises

CHAPTER ONE

INTRODUCTION

         1.1        BACKGROUND OF THE STUDY

Marketing research can be defined as the systematic gathering, recording, processing and analyzing of marketing data  which when interpreted will help the marketing executive to uncover opportunities and  to reduce risks in decision marketing see (Dillon Madden and filter). The universal application of marketing research data by various marketing organization and other fields of human endeavour   can not be over emphasized marketing research identifies potential market and evaluates the market for purpose of resigning an effective strategy to exploiting the market achieving goals and objective by management. Because of the rapid change in the organization, marketing and marketing environment, marketing research help companies to  periodically reassess  on its overall approach to the market place in which strategic planning is developed as the major areas where rapid obsolesce of objective policies, strategies and programmes are constantly possible. It is a tool for achieving goals and objective of an organization of or efficiency and effectiveness in attaining the internal and external task objective and other marketing programme within the marketing environment. Marketing concepts and progress are understood as competition between business geared up, it becomes imperative to turn attention to identify the consumer behavior as regards to their  needs and wants are naturally insatiable with marketing research. It holds the key in achieving organizational goal through identifying the needs and wants of target markets  and delivery. The desired satisfaction more effectively and efficiently than competitors. It is based on market focus, customers orientation and behavior co-ordinate marketing and effective communication system for effective and efficient decision making implementation and control.

It also deals with the controllable, and uncontrollable variable that regulates the affairs of an organization as a means of organization in market environment. Companies shall b conversant with marketing research to continuously monitor the changing scene in the marketing which will help in identifying and highlighting on the SWOT analysis, strength, weakness, opportunity and threat strategies  to meet new challenges as an opportunity in the environment.  This helps in improving the management decision making companies mission growth strategy and portfolio plan that helps in long, middle and short term plan as a means of enhancing towards new market challenges and exploit the opportunities exposed to them in controlling the organizational weakness and environmental threat facing marketing in the market environment.

         1.2        STATEMENT OF PROBLEMS

 Marketing research is an important tool in any marketing activity of a company which has to be properly integrated in order  to achieve its desired goals and objectives. All is aimed at identify the needs and wants of consumers as a means of attaining adequate satisfaction of consumers needs and wants to achieve the organizational set objectives. With the marketing research, the socio cultural, economical, legal political, technological and competitive conditions are checked to consume products of consistently high quality made readily available at price which has the value for the money spent to facilitate the companies marketing activities, to ensure unwiring commitment to pursue excellence as the basis for current success and future growth. The problem encountered by the company include the inadequate sources of data which has effected their research decision and activities. This is a process by which the company has little sources of data which includes bias, dishonesty on the part of the filed workers. Juliet pharmaceutical just like most of the small and medium scale companies  are facing competition and the consumers are not satisfied with the quality of the product. This research intends to find out how market research can help in   proving marketing performance of Juliel pharmaceutical company in Abia State.

         1.3        OBJECTIVE OF THE STUDY

The broad objective of the study is to determine the marketing research on the performance of small scale enterprise in Abia State. The specific objective are:-

1.    To ascertain how research can help in strategic development with the environmental changes.

2.    To identify the types of marketing research activities the company conducts

3.    To determine how the company conducts its marketing research

4.    To determine how research can help in identifying the opportunities and threats facing the company or its products in the marketing environment.

5.    To determine how it can improve the competitive strength of their product and company

6.    To determine if marketing research has an impact in increase of sales volume

7.    To determine the impact of marketing research on the company’s profitability.

8.    To determine if marketing research actually identify solution to the need and wants of their consumers.

9.    To make recommendations based on findings

1.4    RESEARCH QUESTIONS

(a)     Does marketing research helps to ascertain how research can help in strategic development with the environmental changes in mind?

(b)     Does marketing research helps to identify the type of marketing research activities the company conducts?

(c)     Has the product quality helps to determine if marketing research has an impact in increase of sales volume?

(d)     Does marketing research helps to determine how it can improve the competitive strength of their product and company.

1.5    RESEARCH HYPOTHESES

         In the course of the study, the following null hypotheses were stated to guide the study. They are:

Ho1: Marketing Research has no significance on the market performance of the selected enterprises.

Ho2: Marketing Research does not improve the competitive strength of the 41selected small scale enterprises in the study area.

1.6    SCOPE OF THE STUDY

         This study is designed to give an insight into way of solving a nation problem, the problem of poor marketing research application, budgeting and implementation consumer good companies abound in Nigeria.

         Therefore, it will be extremely difficult and impossible  for the research to study all of them considering time constrain the research however, decided to use Juliel pharmaceutical to enable her carryout an in-depth study on the organization.

1.7    SIGNIFICANCE OF THE STUDY

         This study will help company most especially its management to ensure effective planning organizing personal standard implementation of policies and control which will help them attain the organization product portfolio market position and profitability margin. It will help also the researcher in carrying out a related study in enlarging the scope of the study research work. It will help the company and other related company to fashion out product and marketing strategies that will be very beneficial to the customers.

         Finally, the study would help that company to take cognizance and environmental factors both internal and external environment to be able to develop more strength to claim more market opportunity  control  in the identified weakness to help the set objectives

1.8.   DEFINITION OF TERMS

Marketing: The human behaviour at satisfying needs and wants through exchange process (Edoga and Ani).

Customers: The people that actually buy but may not be user of the product.

Marketing Research: It is the systematic design collection analysis and reporting of data and finding relevant to a specific marketing situation facing the company Ozo and Odo 2001.

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