THE CONTRIBUTION OF MARKETING RESEARCH TO BUSINESS ORGANIZATION (A CASE STUDY OF LIFE BREWERIES PLC ONITSHA. A RESEARCH PROJECT MATERIAL ON MARKETING
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.
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.
It involves going through old records as well as new ores to making comparisons and selections based on the finding.
Marketing research is a discipline approach to problems and prospects of ensuring efficiency and profitability in marketing of goods and services.
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