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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