ABSTRACT

Analysis of Marketing Research, Planning and Control for Company Growth in a Competitive Economy.  In this research process a probability sampling plan was adopted to get the sample size of 250 respondents from a population of 700 questionnaire were designed to collect primary data for the study which were analyzed with simple percentages and analysis presented in tables.  Correlation model was adopted to test the hypothesis, states among which was that; Marketing research does not enhance competitive growth in the beer industry.   This null hypothesis was rejected and implied alternative accepted at 5% significant level.  Therefore, the researcher concluded that marketing planning and control enhance organizational growth in the beer industries.  Thus, the research recommends that marketing planning, analysis and control, especially strategic planning should be adopted in the beer industry.

TABLE OF CONTENTS 

Title page - - - - - - - - - i

Declaration - - - - - - - - - ii

Certification - - - - - - - - iii

Dedication - - - - - - - - - iv

Acknowledgements - - - - - - - v

Table of Contents - - - - - - - - vi

List of Tables - - - - - - - - ix

Abstract - - - - - - - - - x

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study - - - - - - - 1

1.2 Statement of the Problem - - - - - - 3

1.3 Objectives of the Study - - - - - - 5

1.4 Research Questions - - - - - - 5

1.5 Research Hypotheses - - - - - - 6

1.6 Significance of the study - - - - - - 7

1.7 Limitation of the Study - - - - - - 7

CHAPTER TWO

REVIEW OF RELATED LITERATURES

2.1 Overview of Marketing Research - - - - 8

2.2 Marketing Information System (MIS) - - - - 10

2.3 Relationship between Marketing Research and Marketing Information System (MIS) - - 18

2.4 Scope of Marketing Research - - - - - 19

2.5 When to Conduct Marketing Research - - - 20

2.6 Types of Marketing Research - - - - - 21

2.7 The Marketing Research Process - - - - 25

2.7.1 The Marketing Research Process - - - - 28

2.8 Application of Marketing Research - - - - 28

2.8.1 The Problems of Marketing Research in Nigeria - - 30

2.9 The Meaning of Product Planning and Development - 32

2.10 Stages of product Planning and Development - - 33

2.11  The Roles of Marketing Research in Product Planning and Development - - 36

2.12 Marketing Research and Product Life Cycle - - - 37

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design - - - - - - -       39

3.2 Study Area - - - - 39

3.4 Sample Size - - - - - - - 40

3.5 Sources of Data - - - - - - - 41

3.5.1 Primary Sources of Data - - - - - - 42

3.5.2 Secondary Sources of Data - - - - - 42

3.6    Research Instrument - - - - - - 42

3.6.1 Method of Validating the Instrument - - - - 42

3.7 Data Analysis Techniques - - - - - 43

3.8 Pearson’s Product Moment Correlation (PPMC) - 44

3.8.2 Simple Regression Analysis - - - - - 45

CHAPTER FOUR

 DATA PRESENTATION AND ANALYSIS

4.1 Questionnaire Distribution -- - - - - 46

4.2 Data Presentation and Analysis - - - - - 47

4.3 Hypothesis Testing - - - - - - 55

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary - - - - - - - - 59

5.2 Conclusion - - - - - - - 59

5.2 Recommendations - - - - - - - 60

Bibliography - - - - - - - - 63

Glossary

Questionnaire

TABLE OF CONTENTS

Table 4.1: Allocation of the Questionnaires and Returns 46

Question 1: What is your Sex? - - - - - 47

Question 2: What is your Age? - - - - - 47

Question 3:  What is your year of Service 2 - - - 48

Question 4: What is your present Position in the Company? 48

Question 5: What are the methods of research and planning open to 

your company? - - - - - 49

Question 6: Can effective, marketing research planning and control 

account for the success of the organization to achieve 

productivity? - - - - - 49

Question 7: How has the implementation of your company’s 

policies come to influence production - - 50

Question 8: How do you motivate your employee to give their best? 51

Question 9: Can a defect in a research and planning process result

to it’s failure? - - - - - 51

Question 10: When a marketing research document and plan has 

effective control and implementation can it enhance 

productivity? - - - - - 52

Question 11: What are the bases of your marketing research and 

planning policy? - - - - - - 53

Question 12: Does effective marketing research, planning and   

control facilitate company’s profitability? - - 54

Question 13: Is the company marketing research, planning and 

control process affected by environmental factors? - 54

Question 14: Is your company marketing research, planning, 

control and productivity affected by the present 

economic condition? - - - - 55