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IMPORTANCE
OF MARKTING RESEARCH IN ENHANCING THE SERVICE LEVEL OF MANUFACTURING COMPANY
ABSTRACT
The research
work examines the IMPORTANCE 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 COMPANY and recommendations
were made, that firm should be enlightened on the IMPORTANCE 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
IMPORTANCE of marketing research in enhancing the service level of
manufacturing firm (A case study of some selected manufacturing firm in Owerri
Metropolis).
CHAPTER ONE
1.0INTRODUCTION
1.1BACKGROUND
OF THE STUDY
The Nigerian
economy for long has been characterized with little wonder, Nigeria is often
known as a reseller market. The few manufacturing firm still operating are
either muiti-national cooperation or government establishment. This scenario
has adversely affected the Nigeria economy to an extend. It has become dumping
ground for other countries.
Although a
lot of economics reform programms were initiated in Nigeria to make the
manufacturing industry vibrant and allow infant industries to grow, such
programms were never sustained to the later due to political instability and
mismanagement of funds by stakeholders. Nevertheless, the recent programmes of
the federal government has given hope to the manufacturing COMPANY or industry
as small and medium scale manufacturing firm are gradually emerging everywhere.
However, due
to mildness and inexperience of the infant manufacturing firm, there has been a
continuous cry of out consumers of low quality products and service. The major
reason for this poor performance has been attributed to the lack of marketing
research by large cooperation in Nigeria.
Marketing
research plays a vital role in the success of every business entity. Expect
believe that marketing research is the main pilot of commercialization.
Kotler (200)
defined marketing research as the systematic and objective identification,
collection and analysis and dissemination of information for the purpose of
assisting management in decision making related to the identification and
solution of problems and opportunities in marketing. Armstrong (2004) defined
marketing research as the function that links the marketer to the consumer and
the public through information. He further said that marketing research is used
to define and identify marketing opportunities and problems to generate,
refine, and evaluate marketing actions; to monitor marketing performance and to
improve understanding of the marketing process from the above definition of
marketing research, it is assumed that marketing research is a discipline
approach to problem and prospect of ensuring efficiency and portability in any
firm.
1.2STATEMENT
OF PROBLEM
With the
recent proliferation of small and medium scale enterprises in major cities
Nigeria is sure to become an industrialized economy in the next decades. If
these enterprise are given the necessary support (security, fund, expertise,
conducive environment and industry protection) by the government.
Nevertheless,
the manufacturing industry just as the financial sector has suffered enough
economic crisis and the result is evident in the quality of service provided by
COMPANY in this sector. In spite of the presence of regulatory such as Nigeria standard
organization (NSO), National agency for food and drug administration and
control (NAFDAC) and consumerist the quality of products and service rendered
by manufacturers is on the decline. This decline is on the evidence of the
negligence of COMPANY to properly determine and fill in the need and wants of
consumers.
This shows
that marketing research has not this been properly embraced in this industry or
by manufactures despite valuable studies and write up of experts, all shows
that the contribution/benefits of marketing research to the success of business
organization is immense.
In fact,
most managers and elite nurse are of the note that marketing research have no
value in developing nation like Nigeria, and that has been one major reason for
this negligence.
As a result,
this study was embarked upon to investigate the extend of relationship
between marketing research and the
service level delivered by small and medium scale manufacturing firm in Imo
State.
1.3PURPOSE
OF THE STUDY
This study
has its major purpose of investigating the extend of investigating the extend
of relationship between marketing research and the service level of
manufacturing firm. The study also examines the following specific objectives.
1. Whether marketing research is conducting
in the manufacturing industry.
2. The extend to which marketing research
is conducted.
3. The extend of qualification of the
personnel.
4. The extend to which marketing research
tools (Research plan, data collection, and analysis instrument) are validated.
5. How frequently is marketing research
conducted by manufactures?
6. The extend to which manufactures
(management) implement their research findings.
7. Whether marketing research contributes
significantly to the performance / growth of the manufacturing industry.
8. How frequently are the marketing
research personnel exposed to exposed to training and motivation.
9. Whether moderating variables interfere
in the relationship between marketing research and service level desired by
manufacturers
1.4RESEARCH
QUESTION
1. What is the extend of relationship between
marketing research and the service level of manufacturing COMPANY in Imo State?
2. Do small scales firm carry out marketing
research?
3. How frequently is marketing research
carried out by manufacturers?
4. To what extend do manufacturers validate
their marketing research tools before conducting a research
5. To what extend do manufacturers execute the
findings of a research study?
6. Does marketing research contribute
significantly to the performance of the manufacturing industry in Imo State?
7. Do moderating variables interfere in the
relationship between marketing research and the service level of manufacturing
firm?
1.5SIGNIFICANCE
OF THE STUDY
The study
has it’s main significance to enhancing the service level of manufacturing firm
among which are the benefit derived by the sponsoring companies and it’s
customers when marketing research is properly used.
Secondly, it
helps the firm to make better marketing decisions, which inturns results in
product and services that better meets the need of the consumers. Marketing
research also provides the information that links marketer with their
customers, and the background needed to make effective decision on a wide range
of issues.
Also
marketing research is very vital in the aspect of employment opportunities.
That is it service as a means of employment opportunities there by improving or
enhancing the economic stand of the country.
Finally,
through marketing research, companies learn more about consumers; need result
in more resulting products and services.
1.6SCPOE AND
LIMITATION OF STUDY
The research
works covers the goal, strategies and implementation of marketing research in
enhancing the service level of manufacturing firm.
The research
work encountered some short coming in trying to get some necessary information
and materials for successful completion some of which are.
Time
Constraint: the time that was given for the research work was not sufficient
enough for a through work to be carried out.
Financial
Constraint: the short of funds limited the researcher to only three small
manufacturing COMPANY in Owerri metropolis and also restriction to printing and
administrating questions to selected few among which are the wholesaler and
customers of the firm ORANISATIONAL BUREAUCRACY
THE EFFORTS
TO COLLECT ALL THE NEEDED DATA FROM THE MANAGEMENT AND STAFF OF THE SMALL
MANUFACTURING FIRM IN Owerri metropolis was not very easy because of their
official protocol and organizational bureaucracy.
1.7OPERATIONAL
DEFINITION OF TERMS
Marketing
Research: This is a systematic and formal process of obtaining, collating,
analyzing, interpreting, and reporting the findings relevant to specific
marketing problems.
Marketing:
It is the human activity which involves identifying and satisfying human wants
and needs through the exchange process.
Research:
This is a systematic orderly service for solution to a problem. It is finding
out about something so as to sort out
solution.
Marketing
Research: It is the study on itself in a particular service advertisement to
determine it’s effectiveness on a target audience.
SMALL SCALE
ORGANISATION
It is an
organist or acting on it’s belief on a particular business that can be started
with less that 100 employee and the minimum of N750,000 and the maximum of
N500,000
Service: it
is anything of benefit that one party can offer to another, it is essentially
intangible and does not involve in the ownership of anything.
Product: A
product is anything that can be offered to a marketing for attention,
acquisition, use or consumption that can satisfy a need or want.
Price: It is
one of the marketing mix (4p’s) this is the value agreed upon by the members in
the exchange process. It is the means
that allow product or service to get value in the eyes of both the buyers and
the sellers.
Satisfaction:
Generic belief or pleasures someone derives from consuming a given product or
service.
Manufacturing
Sector: These are segments of the economy that engages in the production and
distribution of goods for human consumption.
Conceptual
Framework: A conceptual framework is a moderation techniques in which participant
are asked to place the names of product or services on a grid. It also means
how item are ground on diagram to stimulate discussion or use.
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