THE RELEVANCE OF MARKETING RESEARCH IN ENHANCING

THE RELEVANCE OF MARKETING RESEARCH IN ENHANCING THE SERVICE LEVEL OF MANUFACTURING FIRMS (A CASE STUDY OF SOME SELECTED MANUFACTURING FIRMS IN OWERRI METROPOLIS)

ABSTRACT

This research work examine the relevance of marketing research in enhancing the service level of manufacturing firms and to achieve the purpose of the study, past contribution and opinions of experts were reviewed.

The research design adopted in carrying out this research work is quasi-Experimental design and primary data was collected with the aid of questionnaire from thirteen (13) respondents drawn from three small scale firm in Owerri. The data was subsequently analyzed using frequency table. After critically analyzing the data, the following were the findings, that there is a significant relationship between marketing research and service level of manufacturing firms and secondly, moderating factor do interfere in relationship between marketing research and the service level of manufacturing firms and recommendation were made, that firms should be enlightened on the relevance of marketing research and how it effects marketing performance positively, adopt modern technology, improve the quality of services in other to have an edge over competitors and finally they should update technological tools to suit current ,market situation.

TABLE OF CONTENT

Title page- – – – – – – – – –

Certificate page- – – – – – – – –

Dedication – – – – – – – – – –

Acknowledgement- – – – – – – – –

Abstract- – – – – – – – – – –

Table of content- – – – – – – – –

CHAPTER ONE

1.0 Introduction – – – – – – – – –

1.1 Background of the study- – – – – – –

1.2 Statement of problem- – – – – – –

1.3 Objectives of the study- – – – – – –

1.4 Research questions- – – – – – – –

1.5 Significance of the study- – – – – – –

1.6 Scope of the study- – – – – – – –

1.7 Limitation of the study- – – – – – –

CHAPTER TWO

2.0 Literature Review- – – – – – – –

2.1 Introduction of small scale manufacturing firm- –

2.2 Types of small scale manufacturing firm – – – –

2.3 Characteristics of small manufacturing firm- – –

2.4 Formation of small scale manufacturing Firm – – –

2.5 Functions of small scale manufacturing Firm- – –

2.6 Marketing Research definitions- – – – – –

2.7 Types of marketing research- – – – – –

2.8 The importance of marketing research- – – –

2.9 Marketing research process- – – – – –

2.10 Problems of manufacturing research- — – –

CHAPTER THREE

3.0 Research methodology- – – – – – –

3.1 Introduction- – – – – – – – –

3.2 Research Design- – – – – – – –

3.3 Sources/Method of data collection- – – – –

3.4 Population and sample size- – – – – –

3.5 Sample Technique- – – – – – – –

3.6 Validity and reliability of measuring instrument- –

3.7 Method of data analysis- – – – – – –

CHAPTER FOUR

4.0 Presentation and Interpretation of data- – – –

4.1 Presentation and analysis of data- – – – –

4.2 Introduction- – – – – – – – –

4.3 Presentation of data- – – – – – – –

4.4 Analysis of data- – – – – – – –

4.5 Interpretation of result- – – – – – –

CHAPTER FIVE

5.0 Summary of findings, conclusion and recommendation

5.1 Introduction- – – – – – – – –

5.2 Summary of findings- – – – – – –

5.3 Conclusion- – – – – – – – –

5.4 Recommendation- – – – – – – –

Reference- – – – – – – – – –

Appendix- – – – – – – – – – –

CHAPTER ONE

1.0 INTRODUCTION

Marketing research is necessary to be conducted in a manufacturing company, from time to time to enhance high service level of the firm.

Some of the area in which the manufacturing firm can concentrate, is the product itself, whether it is up to standard, the customers are they really satisfied after making use of the products, to know the level of competition in the target market and so on and so forth.

Why is marketing research relevant in a manufacturing firm? Collection of database, it can be assembled which provide the bases for planning and development in manufacturing firm and the public. With these developments, it will provide a stronger business relationship , and enhance effective sales of their manufactured product.

Another important of marketing research is that it helps a manufacturing firm in decision-making. To solve these problem of what do we produce, when and what quality to produce, who to produce for, what price to fix, how to communicate to customer and what type of after-service to render?

Through the aid of marketing research in a manufacturing firm, you now discover new ways of doing things, what will make you be on tops among your rivalry (competitors). The last not the least, it will help the manufacturing firm to be in the leadership position in the future.

BACKGROUND OF THE STUDY

The Nigeria economy has been characterized with little manufacturing and more of resale’s activities. Nigerian is often known as a reseller market.

This scenario has affected the Nigeria economy, to an extent it has become a dumping Ground for toher countries.

Although, a lot of economic reform programmes were initiated in Nigeria to make the manufacturing industries vibrant and allow infant industries to grow everywhere.

However, due to the mildness and inexperience of infant manufacturing firms, there has been a continuous cry out by consumer of low quality of product and services. The major reason for poor performance has been attributed to the lack of marketing research by small and medium scale manufacturers.

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