The Contribution Of Marketing Research To Business Organization

THE CONTRIBUTION OF MARKETING RESEARCH TO BUSINESS ORGANIZATION (A CASE STUDY OF LIFE BREWERIES PLC ONITSHA

ABSTRACT

The purpose of this study is to examine, the contribution of marketing research to business organization, particular reference was made to life breweries Plc Onitsha, Anambra state.

Marketing research studies are embarked upon to obtain information about the controllable and non-controllable factor as regards to the marketing of goods and services.

The information helps the management to reduce the risk in business thereby solving managerial problems.

Hence in conducting the research, the researcher made use of oral interview and questionnaire, she also reviewed other related literature necessary to provide the required data for the study, the data collected for the study were analyzed in table using simple percentage and chi – square.

In this study, the researcher attempted to make a historical survey of the contribution of marketing research to business organization.  The findings were that marketing research increases profitability and it enable the organization to formulate policies that aim at providing their customer with the right products at the right prices but above these, there is still need for improvement in marketing research.

Recommendations were, however, made that marketing research is essential to business organization.  And that government should on a regular interval, organization seminars for management and staff of the organization and other business organization to educate the on the importance and application of marketing research.

TABLE OF CONTENT

TITLEE PAGE     -        -        -        -        -        -        -        I

APPROVAL PAGE       -        -        -        -        -        -        II

DEDICATION     -        -        -        -        -        -        -        III

ACKNOWLEDGEMENT       -        -        -        -        -        IV

ABSTRACT        -        -        -        -        -        -        -        V

TABLE OF CONTENT-        -        -        -        -        -        VI

CHAPTER ONE

INTRODUCTION

1.1            Background of the study

1.2            Statement of the problem

1.3            Objectives of the study

1.4            Hypothesis / research questions

1.5            Significance of the study

1.6            Scope of study / delimitation

1.7            Definition of terms

CHAPTER TWO

REVIEW OF RELATED LITERATURE

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1            Sources of data

3.2            Population of study

3.3            Research instrument

3.4            Sample size determination

3.5            Questionnaire design

3.6            Method of questionnaire distribution and collection

3.7            Limitation of the study

CHAPTER FOUR

4.1            PRESENTATION AND ANALYSIS OF DATA

CHAPTER FIVE

SUMMARY OF RESEARCH FINDINGS, RECOMMENDATION AND CONCLUSION

5.1            Summary of findings

5.2            Recommendation

5.3            Conclusion

Bibliography

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

The recognition of the contribution of marketing research in the industrial and technological development in Nigeria have principal accounted for significant economic development in Nigeria.  The contribution of marketing research is important because Nigeria is striving toward industrialization.  Marketing research part of marketing and the main pilot of commercialization plays a vital role for its success by introducing various findings to effective marketing strategies.

This brings to focus on the contribution of marketing research to business organization marketing research makes available information, a vital tool for decision marking which is a function of management.  The acquisition of information for decision making is achieved through searching, collection and analysis of data obtained.