ABSTRACT
This
study examines effective marketing research as an essential tool for success
and survival of small scale business with particular reference to global soup
and detergent Nigeria. In every organization business managers identifies the
need for effective marketing as a means of improving the sales volume of their
products. In Nigeria industries pressures are mounting for more effective
marketing offered by service offered by organization as the role of these
industries continues to grow in the economic. Organization spend so much money
for marketing because that is the only means by which they can achieve it is by
including customer by diverse marketing variable e.g. advertising, personal
selling publicity and public relation etc by the effective marketing is the
best possible means of survival of business in every competitive environment.
The researcher made use of observation and questionnaire as a method of
collecting data. However, the research provide the following recommendations as
follows: the management should ensure that qualified person are always recruit
into the organization and those with low qualification, skills and experience
should be sent an training to improve their respective skills. Moreover, to
achieve effectiveness in the accomplishment of the company's goods and
objectives, the management should try as much as possible, through marketing
research to identify and give priority of customers’ needs and preference in
taking decision that relate to the marketing of their products.
TABLE OF CONTENTS
Tittle page - - - - - - - - - - -i
Approval page - - - - - - - - - -ii
Certification - - - - - - - - - - -iii
Dedication - - - - - - - - - - -iv
Acknowledgement - - - - - - - - - -v
Table of
contents - - - - - - - - - -vi
Abstract - - - - - - - - - - -ix
CHAPTER ONE: GENERAL INTRODUCTION
1.1 Introduction - - - - - - - - - -1
1.2 Background
of the study - - - - - - - - -1
1.3 Statement of
the problem - - - - - - - - -2
1.4 Objectives
of the study - - - - - - - - -3
1.5 Statement of
hypothesis - - - - - - - - -3
1.6 Significant
of the study - - - - - - - - -4
1.7 Scope and
limitation of the study - - - - - - - -4
1.8 Definition
of terms - - - - - - - - -5
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction
- - - - - - - - - -7
2.2 Definition
of marketing research - - - - - - - -8
2.3 The extent
of marketing research - - - - - - - -8
2.4 Type of
marketing research - - - - - - - -9
2.5 Marketing
research process - - - - - - - -10
2.6 Barriers to
the marketing research - - - - - - -18
2.7 Some areas
of marketing research - - - - - - -19
2.8
Characteristic of a good marketing research - - - - - -20
2.9 Meaning of
organization - - - - - - - - -21
2.10 Meaning and
objective of business organization - - - - -22
2.11 Type and
basic futures of business organization - - - - -22
2.12 Sources of
funds for business enterprise - - - - - -30
2.13 Problem of business
enterprise - - - - - - - -32
2.14 Importance
of marketing research in business organization - - - -33
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction
- - - - - - - - - -34
3.2 Research
design - - - - - - - - - -34
3.3 Population
of the study - - - - - - - - -34
3.4 Sample size - - - - - - - - - -35
3.5 Sample
techniques - - - - - - - - -35
3.6 Method of
data collection - - - - - - - -35
3.7 Validity and
reliability of the research instrument - - - - -36
3.8 Method of
data analysis - - - - - - - - -36
CHAPTER FOUR: DATA ANALYSIS AND PRESENTATION
4.1 Introduction - - - - - - - - - -37
4.2 Analysis of
the responses - - - - - - - - -37
4.3 Testing of
hypothesis - - - - - - - - -48
CHAPTER FIVE: SUMMARY,
CONCLUSION AND RECOMMENDATIONS
5.1 Summary - - - - - - - - - - -52
5.2 Conclusion - - - - - - - - - -53
5.3
Recommendations - - - - - - - - -54
References - - - - - - - - - -56
Appendix - - - - - - - - - -57
CHAPTER ONE
1.1 INTRODUCTION
The
focus of this research study is about effective marketing research as essential
tools for success and survival in the small scale business.
The
interest in the role of small business in the development process of a country
continuous to be in the front of policy debates in developing countries. Every
business whether small or large simple or complex or public is formed to
provide competitive prices. In this regards Ariyo (2008) opines that 'in many
sectors around the world, small scale business are responsible for driver
innovation and competition. Small business enterprises are the primary economic
units and catalysts for boosting economic growth and development the any given.
1.2 BACKGROUND TO THE STUDY
Due
to the present economic condition, the socio-economic setting is different from
what it used to be in the past. Today, many industries (business organization)
have to contend periodically with storage and others face intensive
competition. People values are changing and there 1s growing demand for a
better quality of life. This is social business in general and marketing in
particular.
In
Nigeria industries pressures are mounting for more effective marketing of the
service offered by the organization as the role of these industries continues
to grow in the economic. Indeed, in the content of government control and
directives, there is no alternative way to make it in business than to satisfy
customers. This is even where the industries are at its lowest. Any industries
or organizations that are ready to survive and change according to the need of
the market must be current concerning what is happening in the business world.
This can be successfully achieved through constant research on marketing. In fact,
the days of easy trading have since disappeared and successfully companies are known
by their ability to develop and or test a research technique. In respect of
this, the greatest is being focused on marketing research which provide
information and data that are extremely of great value to industries in
developing marketing strategies and organizing marketing tactics.
It
is just marketing research that provides the need information which will be
acted upon by management for decision making.
1.3 STATEMENT OF THE PROBLEM
Effective
marketing serve as a tools or back-bone that help small scale business tackle
some of Its problems toward achievement of its goals effectively and
efficiently. Some of the problems faces
by small scale business are: poor quality of products, poor packages, high
price, poor delivery, shortage of
skilled manpower which affects productivity. Most detergent industries do no put their employees in the right
place as they supposed to be. There is now a keen competition and to complete
means to contribute to economic growth and development. Small scale enterprises
are ploughed by inadequacies and serious miss-uses of business records and
business information.
Every
organization be it private or public is bound to have some work force problems.
The major problems that bring poor staff performance include:
1. Lack
of training and man power development
2. Lack
of policies or principles governing the conduct of the organization.
3. Lack
of management development
4. Financial
problems which hinder marketing research activities and other competitive
strategies.
1.4 OBJECTIVES OF THE STUDY
The
general objective of the study is to examine the need for marketing research in
an organization.
1. To
pin-point the need for marketing research in a business organization.
2. To
help an individual employees or employer to receive optimum gain from marketing
activities.
3. Research
findings will help/ allow successful decision making and adoptable to the requirement
of all kind of operation in private or public sectors.
4. To
indicate how marketing research provide an avenue on how to develop new product
or improve an existing product so as to maximize profitability.
5. It
also aims at finding how to develop new product with a distinctive features to
lead the market place or affect the overall market share of competitors..
1.5 STATEMENT OF HYPOTHESIS
According
to Angeles (1981) cited in abimbola (1996) defined hypothesis as prepositional
statement or a tentative that require for the explanation of a given
phenomena/or situation that has some degree of empirical substantiation or
probability.
The
hypothesis is divided into two:-
a.
Null hypothesis
b.
Alternative
Null
hypothesis is donated with (H0: that there is no significant
difference between two variable, while alternate hypothesis is denoted with H1:
that there is significant difference between two variables.
Therefore,
this tentative or guessed statement can't be related to the work study and they
will be tested later.
HYPOTHESIS I
H0:
Marketing research does not contribute to the achievement of organizational
goals.
H1:
Marketing research contributes to the achievement of organizational goals.
HYPOTHESIS II
H0:
Marketing research does not lead to increase in sales turnover.
H1:
Marketing research lead to increase in sales turnover.
1.6 SIGNIFICANCE OF THE STUDY
This
project is aiming to understand the importance of marketing research in
business organization. Through this study, other researchers can benefit by
using this information for further study and reference to this research work
will stimulate business organization and employer to adopt new method of
management.
Finally,
it 1s observed that the ideas of writers and useful recommendation raised in
this study will be of great advantage to students, educationalist, employers, policy
makers, industries and governments at large.
1.7 SCOPE AND LIMITATION OF THE
STUDY
This
project work is designed to cover a range of activities as relate to marketing
research as a survival strategy in business organization. It will go along way
to look at how marketing research being conducted by marketers in global soap
and detergent Nigeria Ltd Ilorin.
The
major bottlenecks and hiccups encountered in the study was not only time but
also lack of reliable data and necessary information from the staffs of global
soap and detergent Nigeria Ltd Ilorin. Staff tends to hide their problems by
not answering some of the question in the questionnaires.
Secondly,
it was observed that the market or customers do not supply adequate information
when research is conducted.
Due
to the fact that, face-face contact in form of interviews is required with
professional and officials of Global Soap and Detergent Nigeria Ltd, Ilorin,
one was to travel down there and at times the researcher discover that, the
interviewees were in the meeting, hence affect the process of generating data/information
in this research work.
Financial
problem also arise when there is no enough money to go round some areas to collect
information about this project but despite all difficulties, the researcher is
able to obtained sufficient data for the purpose of this research.
1.8
DEFINITION OF TERM
The following term will be used in the
course of explaining the research topic.
1. Market:
a market can be defined as a place or circumstances where buyers and sellers
meet for the purpose of exchange of product or service at a price.
2. Marketing: marketing is a
social process by which individual and group obtain what they need and want
through creating and exchanging product and value with others. It can also be
defined as the management process that responsible for identifying, anticipate
the need and want of consumer and satisfying them for the purpose of marketing
profit.
3. Marketing research:
is an objective and systematic collection, recording, analysis, interpretation
and reporting of information about existing or potential marketing strategies
and tactics and the interaction between marketing methods are order to meet current
use or potential product profits and benefits.
4. Marketing
strategy: Is the general used to describe the overall company
program for selecting a particular market segment and then satisfying customers
through careful use of the element of marketing mix.
5. Marketing
policy: this is the broad policies of any business unit
which will no doubt, state in general what intends to provides and hopes to
sell.
6. Small Scale
Business: Is a privately
owned and operated business, characterized by a small number of employees and
low turnover. The U.S. Small Business Administration states that small-scale
enterprises generally have fewer than 500 employees within a 12-month period in
non-manufacturing industries.
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