THE RELEVANCE OF MARKETING RESEARCH IN ENHANCING THE SERVICE LEVEL OF MANUFACTURING FIRMS
ABSTRACT
The research work examines the relevance of marketing research in enhancing the service level of manufacturing firm and to achieve the purpose. Past contributions and the opinions at experts were reviewed. The research design adopted in carrying out this research work is quas – experimental design and the primary data was collected with the aid of questionnaire from ten (10) respondents draw from three small scale firm in Owerri. The data was subsequently analyzed using frequency table and percentages via analysis of variance solution software package (SPSS). After critically analyzing the data, the following were the findings that there is a significant relationship between marketing research and the service level of manufacturing firm and secondly moderating factors do interfere in the relationship between marketing firms and recommendations were made, that firm should be enlightened on the relevance of marketing research and how it attest marketing performance positively, adapt in order to have an edge over technological tools to suit current market situation. The relevance of marketing research in enhancing the service level of manufacturing firm (A case study of some selected manufacturing firm in Owerri Metropolis).
TABLE OF CONTENTS
Title page – – – – – – – – -i
Certification page- – – – – – -ii
Dedication- – – – – – – – -iii
Acknowledgement- – – – – – – -iv
Abstract- – – – – – – – – -v
Table of contents- – – – – – – -vi
CHAPTER ONE
1.0 Introduction- – – – – – – -1
1.1 Background of the study- – – – -2-3
1.2 Statement of the problem- – – – -4
1.3 Purpose of The Study – – – – -5-6
1.4 Research Question – – – – – -7
1.5 Significance of the study- – – – -8
1.6 Scope of the study- – – – – -9
1.7 Operation Definition of Terms – – – -10-12
References – – – – – – -12
CHAPTER TWO
2.0 Literature Review- – – – – – -14
2.1 Introduction- – – – – – – -14-15
2.2 overview of small scale manufacturing firm- -16-17
2.3 type of small scale manufacturing firm- – -18-20
2.4 characteristics of small manufacturing firm- -21-22
2.5 formation of small scale manufacturing firm- -23-24
2.6 function of small scale manufacturing firm- -25
2.7 marketing research definition- – – – -26-27
2.8 types of marketing research- – – – -28-30
2.9 marketing research process- – – – -31-36
2.10 the important of marketing research- – -37-38
2.11 problems of marketing research – – -39-41
References – – – – – – -42
CHAPTER THREE
3.0 Research design and methodology- – – -43
3.1 Introduction- – – – – – – -43
3.2 Research design- – – – – – -44
3.3 Sources/method of data collection- – – -45-46
3.4 Population and sample size- – – – – 47-49
3.5 Sampling Technique- – – – – – 50
3.6 Validity and reliability of measuring instrument-51
3.7 Method of Data analysis- – – – – – 52-54
CHAPTER FOUR
4.0 Presentation and analysis of data- – – 55
4.1 Introduction – – – – – – – – 55
4.2 Presentation of data – – – – – – 56
4.3 Analysis of data – – – – – – – 57-65
4.4 Interpretation of result- – – – – – 66
CHAPTER FIVE
5.0 Summary, conclusion and recommendations- – 67
5.1 Introduction- – – – – – – – 67
5.2 Summary of findings- – – – – – 68
5.3 Conclusion- – – – – – – – 69
5.4 Recommendations- – – – – – – 70
Appendix A- – – – – – – – 71
Appendix B- – – – – — – 72-75
Bibliography – – – – – – – 76-78
CHAPTER ONE
- INTRODUCTION
Marketing research involves conducting report to support marketing activities and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of firm marketing environment and attain information from supplier. Marketing researchers uses statistical method such as qualitative research, quantitative research, hypothesis test chi- squared test, linear regression, correlation, frequency distribution etc to interpreter their findings and convert data into information.
The marketing research process spans a number of stages including the definition of problem development of research plan, collection and interpretation of data and disseminating information formally in the form of a report. The task of marketing research is to provide management with relevant, accurate, reliable, valid and current information.
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THE RELEVANCE OF MARKETING RESEARCH IN ENHANCING THE SERVICE LEVEL OF MANUFACTURING FIRMS