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

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 

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