ABSTRACT

This study examines effective marketing research as an essential tool for success and survival of small scale business with particular reference to ASPIRA Nigeria Limited. 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 CONTENT

Title page                                                                                                            i                                                            

Approval page                                                                                                       ii

Certification                                                                                                           iii

Dedication                                                                                                              iv

Acknowledgement                                                                                                   v

Abstract                                                                                                                  vii

Table of contents                                                                                                    viii

CHAPTER ONE

GENERAL INTRODUCTION

 

1.0 INTRODUCTION                                                                                            1                    

1.1 BACKGOUND TO THE STUDY                                                                    2

1.2 STATEMENT OF THE PROBLEMS                                                          3

1.3 OBJECTIVE OF THE STUDY                                                                    4

1.4 SIGNIFICANCE OF STUDY                                                                     5

1.5 STATEMENT OF HYPOTHESIS                                                                       5

1.6 SCOPE AND LIMITATION OF THE STUDY                                                    6

1.7 DEFINITION OF TERMS                                                                                    7

CHAPTER TWO

LITERATURE REVIEW

2.0 INTRODUCTION                                                                                       9

2.1 HISTORICAL PERSPECTIVE OF RESEARCH AREA                           10

2.2 REVIEW OF CURRENT LITERATURE                                                  16

2.2.1 THE EXTENT OF MARKETING RESEACH                                       18

2.2.2 TYPE OF MARKETING RESEACH                                                               18

2.2.3 MARKETING RESEACH ROCESS                                                                21

2.2.4 BARRIERS TO THE MARKETING RESEACH                                   24

2.2.5 SOME AREAS OF MARKETING RESEACH                                      25

2.2.6 CHARACTERISTIC OF A GOOD MARKETING RESEACH             27

2.2.7 MEANING OF OGANIZATION                                                           28

2.2.8 MEANING AND OBJECTIVE OF BUSINESS OGANIZATION         29

2.2.9 TYPE AND BASIC FUTURES OF BUSINESS OGANIZATION         30

2.2.10 SOURCE OF FUNDS FOR BUSINESS ENTERPRISE                                40

2.2.11 PROBLEM OF BUSINESS ENTERPRISE                                                    42

2.2.12 IMPORTANCE OF MARKETING RESEACH IN BUSINESS

           ORGANIZATION                                                                                                 44

CHAPTER THREE

                                 RESEARCH METHODOLOGY

3.0 INTRODUCTION                                                                                      46

3.1 AREA OF STUDY                                                                                     46

3.2 RESEACH DESIGN                                                                                            47

3.3 POPULATION OF THE STUDY                                                                        47

3.4 SAMPLE SIZE                                                                                           48

3.5 SAMPLE TECTHNIQUES                                                                                  50

3.6 INSTRUMENT FOR DATA COLLECTION                                                      50

3.7 ADMINISTRATION OF INSTRUMENT                                                  50

3.8 METHOD OF DATA ANALYSIS AND PRESENTATION                               51

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

4.0 INTRODUCTION                                                                                     52

4.1 RESPONDENT CHARACTERISTICS AND CLASSIFICATION                     52

4.2 PRESENTATION AND ANALYSIS OF DATA                                      56

4.3 TESTING AND INTERPRETATION OF HYPOTHESIS                                  68

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 SUMMARY                                                                                               73

5.2 CONCLUSION                                                                                          75

5.3 RECOMMENDATION                                                                              76

      BIBLIOGRAPHY                                                                                       78

      APPENDIX                                                                                                80

 

 

CHAPTER ONE

GENERAL INTRODUCTION

1.0 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, sample 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 prevalent issues in the country necessitating this study is whether small scale business demand for professional services rendered by the audit firms or not if Nigeria is to reach its full potential in term of economic and social development, it cannot afford to ignore the important of necessary quality audit and other relevant accounting service for its indigenous small enterprise product and service is an public confidence as that in large companies product and service investors invests their money in small and large business. The small business owner’s perception of business in this regard is very critical.

1.1 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 is 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 of 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 happenings in the business world. This can be successfully achieved through constant research on marketing.

Infect, the days of easy trading have since disappeared and successfully companies are know by their ability to develop and or test a research technique in respect of  this, the greatest is being focused on marketing research with 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 due to the fact that in one recent time. It has been recognize that management decision frequently carry considerable risk and it is provident for management everything possible to minimize these.

Marketing research is a finding process logical and essentials for successful marketing good decision making and adaptable to the requirement of all kinds of operation market of all kinds.

1.2 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 be 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

3. Lack of management development

4. Financial problems (As the case may be)

1.3   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 to the cost.

4.  To indicate how marketing research provide an avenue on how to develop new product or improve an existing product for business person 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 completely throw out competitors market.

1.4 SIGNIFICANCE OF THE STUDY

The importance of this study is to understand the importance of marketing research in business organization. Through this study, other researchers can benefit by using this findings for further study and reference. It will also stimulate business organization and employer to adopt new method management.

It will be valuable to similar organization in carrying out their day to day administration in terms of marketing research. Finally, it was observed that the ideas of writers and useful recommendation raised in the study would be of great advantage to students, educationists, employers, policy makers, industries and government bodies within and outside the country.

1.5 STATEMENT OF HYPOTHESIS

According to Angeles (1981) cited in Abimbola  (1996) defined an hypothesis as provisional or tentative proposed for the explanation of phenomena/or situation that has some degree of empirical substantiation or probability.

The hypothesis is dividing into two:-

a.      Null hypothesis

b.     Alternative

Null hypothesis is donated with “(H₀)” that there is no significant different between two variable.

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 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 long way to look  at how marketing research being conducted by marketers in Aspira soap and detergent Nigeria Ltd  Kano.

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 Aspira soap and detergent Nigeria Ltd Kano staff tends to hide their problems by not answering some of the question in the questionnaires.

Secondly, it was observed that the market populace also incorrect data or information when research is conducted.

Due to the fact that to face-face constant for the interview of the professional and officials of Aspira Soap and Detergent Nigeria Ltd, Kano, one was to travel down there and at times their customers are having series of meeting of the promotion of their jobs.

Financial problem also arise when was no enough money to go around some areas where could get information about this project but despite all difficulties, the research in some that the result obtained from the investigation will not be affected.   

1.7 DEFINITION OF TERM

The following term will be use in the course of explaining the research topic. 

•      Market: A market can be defined as a place where buyers and sellers meet goods and service offers for sales and transfer of ownership occurs.

•       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 purpose of marketing profit.

•        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 market marketing method are current use or potential product profit.

•      Marketing strategy: The general used to describe the overall company program for selecting a particular market segment and then satisfying the customer in segment through the careful use the element of marketing mix.

•      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.

•      Research design: This is simply the frame work or plan for a study that is used as guide in collecting and analyzing the data.

•      Sample: This occurs when number of sampling unit is drawn from a population and examined in some detail.

•      Sampling: This is that parts of marketing research which lay down supply certain require data.

•      Research: Is a process of arriving of dependable solution to problems through planned systematic collection analysis and interpretation of data.