MARKETING RESEARCH AS A STRATEGIC TOOL FOR ACHIEVING ORGANIZATIONAL SALES OBJECTIVES IN THE MANUFACTURING INDUSTRY (A STUDY OF UNILEVER NIGERIA PLC)

ABSTRACT

This study focuses on marketing research as a strategic tool for achieving organizational sales objective in the manufacturing industry. The study was carried out in Unilever Nig. Plc Lagos. The specific objectives of this study include to examine how marketing research increases sales growth and the tool used for this study is Pearson Product moment correlation and a total number of 146 employee of Unilever Nig. Plc Lagos was used during this study. Based on the objectives of this study, data analysis and discussion of findings and field work information, the following findings were summarized that marketing research increase sales growth. 

TABLE OF CONTENTS

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of contents ﾿ vi

Abstract ﾿ ix

CHAPTER ONE

INTRODUCTION

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ 2

1.3 ﾿ Objectives of the Study ﾿ 3

1.4 ﾿ Research Question ﾿ 4

1.5 ﾿ Hypothesis ﾿ 4

1.6 ﾿ Significance of the Study ﾿ 4

1.7 ﾿ Scope of the Study ﾿ 5

1.8 ﾿ Limitation Study ﾿ 5

1.9 Definition of Technical Terms ﾿ 5 ﾿

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1. ﾿ Conceptual Framework ﾿ 6

2.2 Review of related literature ﾿ 8

2.2.1 ﾿ Increasing sales growth in an organization ﾿ 8 ﾿

2.2.2 ﾿ Marketing research and product development ﾿ 16

2.2.3 Application of marketing research in enhancing effective 

product planning and development ﾿ 20

2.2.4 The role of marketing research on sales and profit ﾿ 24 ﾿

CHAPTER THREE

RESEARCH METHODOLOGY 

3.1 ﾿ Research design ﾿ 27 ﾿

3.2 ﾿ Study Area ﾿ 27

3.3 ﾿ Source of Data and Method of data Collection ﾿ 27 ﾿

3.4 ﾿ Population of the Study ﾿ 27

3.5 ﾿ Sampling Procedure and Sample Size ﾿ 28

3.6 ﾿ Validity of the Instrument ﾿ 29

3.7 ﾿ Reliability of the Instrument ﾿ 29

3.8 ﾿ Method of Data Analysis ﾿ 29

3.9 ﾿ Model Specification ﾿ 29

CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

4.1 data presentation ﾿ 31

4.2 Data Analysis ﾿ 34

4.3 Test of hypothesis ﾿ 36

4.4 Discussion of findings ﾿ 39

CHAPTER FIVE 

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS 

5.1 Summary of findings ﾿ 41

5.2 conclusions ﾿ 41

5.3 recommendations ﾿ 42

Reference 

Appendix