MARKETING RESEARCH AS A INSTRUMENT FOR INCREASED PROFITABILITY IN SERVICE COMPANY

MARKETING RESEARCH AS A INSTRUMENT FOR INCREASED PROFITABILITY IN SERVICE COMPANY (A CASE STUDY OF OGECHIKAMMER COMPANY PLC EBONYI STATE)

ABSTRACT

This study examines marketing research as a Instrument for increased profitability in service company taking Ogechikammer Company Ebonyi State as a case study. Marketing research can be seen as the application of the scientific method of inquiry in helping marketers to better understand and define their problems and find appropriate solution to them some of the objectives of the study include:.  To examine critically the level of marketing research applied by Ogechikammerin their service delivery. To find the medium through which the research was created. To ascertain customer’s perception of the research message, and whether the claims in the message actually satisfies the needs and wants of the customers.       To find the different research Instruments used by the organization.   To find if the research conducted have actually increased the growth and profitability of the corporation. In the course of solving the research problems, both primary and secondary data were collected with much emphasis on primary data which helped the researcher to get first hand information from the customers and staff of Ogechikammer from the comprises the staff and management, the customers (policy holders) and the agents. The research instruments used for this study were the questionnaire surveys and personal or face-to-face interview. The questionnaire was the major research instrument used in the study, which was administered to the staff of Ogechikammer Company, policyholders and agencies. In determining the sample size, the researcher covienenrently fixed the sample size at 160 for the customer (policy holders) of Ogechikammerand 20 for the agents. This brings the total number of questionnaire distributed to 220.        In organizing and presenting data collected, tables and percentages were. The level of significances used is 5%. The various hypotheses were tested using the chi-square.

                                   CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

The term Marketing Research can be seen as the application of the scientific method of inquiry in helping Marketers to better understand and define their problems and find appropriate solutions to them.  It is also the systematic and objective, collection, recording, analysis, interpretation, and reporting of data needed for solving specific market problems.  It involves collecting and analyzing environmental information systematically that market opportunities would be recognized and marketing problem solved.

Marketing research can also be views as the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization.  Companies use marketing research in a wide variety of situations.  For example, marketing research is helpful when it comes to ascertaining the state of demand among consumer’s in the market.  It can equally help marketers to understand customers satisfaction and purchase behaviour, provides variable information to management for problem solving, help in assessing market potential and market share, help in measuring the effectiveness of pricing, distribution and promotion activities.  Some large companies have their own research departments that work with market managers on marketing research projects.

Good Marketing research does not only involved ordinary technical Instruments.  It requires cooperation between researchers and marketing managers.  Good Marketing researchers must focus attention towards marketing management and marketing research, and be sure that their researches focus on real problems.  Broad principles or laws” putting it another way, research is a planned process of conducting investigations in order to achieve a pre-determined objectives.  The objective is usually a solution to one or more specific problems or an addition to current knowledge in a particular field.

It is against this background that the researcher believes the study of this nature is necessary.   The outcome of this study will provide an adequate understanding on the application of the various marketing research to service business like NICON Insurance.

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MARKETING RESEARCH AS A INSTRUMENT FOR INCREASED PROFITABILITY IN SERVICE COMPANY (A CASE STUDY OF OGECHIKAMMER COMPANY PLC EBONYI STATE)