Effects Of Service Marketing Research On The Performance Of Selected Small Scale Enterprise In Abia State :- Ukpong, Ubong J

ABSTRACT

'his study is curried out to determine the effect ojservice marketing research on the performance

•fselected small scale enterprise in Abia State. The specific objectives are to: ascertain the effect

<fphysical evidence research on sales volume ofselected service oriented small scale enterprise

n Abia State; ascertain the effect oj customer marketing research on customer patronage of

•.elected service oriented small scale enterprise in Abia State; ascertain the effect ofprocess

■esearch on market share of selected service oriented small scale enterprise in Abia State;

ascertain the effect ofpeoples research on profitability ofselected service oriented small scale

enterprise in Abia Stale. The study adopted personal interview and survey research design. The

’otalpopulation ofthisstudy included 150 randomly selectedfrom 5 SMEs in Abia State precisely,

Mr. Biggs 26; Hophers 30; Roots 22; Neteworks 27, and Latinos 33. A sample size of109 which

was determined using Yaro Yamen method was adopted for this study. A well-structured

questionnaire was adopted for this study. Data were analysed using chi-square and multiple

regression. The study adopted the use ofdescriptive statistics such as tables, frequency and simple

percentage method; simple regression analysis was adopted. The researchfindings revealed that

'hut marketing research helps in identifying marketing problems; marketing research is not a

hindrance in the planning and development ofa firm’s new product; marketing research do not

negate consumers buying behavior in developing a newproduct andfinally, it was also discovered

<hat marketing research is done to get vital information in developing new and quality products.

The study recommended that the company should understand the research procedure and the

research should as well understand the management problems, without such a close relationship,

Lie output of a marketing research project maybe a sterile; the company should continue to

appreciate marketing research as a tool ofmanagement decision and finally, organization must

oroperly understand a research report before implementation because research report not

properly implemented leaves the problem unsolved.