Relevance Of Marketing Research In Enhancing The Service Level Of Manufacturing Firms
(A Case Study Of Some Selected Manufacturing Firms In Owerri Metropolis)
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 contributions and opinions of experts were reviewed. The research design adopted in carrying out this research work is Quasi-Experimental design and the primary data was collected with the aid of questionnaire from (13) respondents drawn from three small scale firms in Owerri. The data was subsequently analysed using frequency table, percentages and hypotheses tested via Analysis of variance (ANOVA) with the help of statistical product solution software package (SPSS). After critically analysing the data, the following were the findings; that there is a significant relationship between marketing research and the service level of manufacturing firms and secondly, moderating factors do interfere in the relationship between marketing research and the service level of manufacturing firms and recommendations were made; that firms should be enlightened on the relevance of marketing research and how it affects marketing performance positively, adapt 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.
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Title Page
Certification Page
Dedication
Acknowledgement
Abstract
Table of Content
CHAPTER ONE:
1.0 INTRODUCTION
1.1 Overview of the Study
1.2 Statement of the Problem
1.3 Purpose of the Study
1.4 Research Questions
1.5 Statement of Hypotheses
1.6 Significance of the Study
1.7 Scope and Limitation of the Study
1.8 Operational Definition of Terms
1.9 Organization of the Study
1.10 Conceptual Framework
References
CHAPTER TWO:
2.0 LITERATURE REVIEW
2.1 Introduction
2.2 Overview of Small Scale Manufacturing Firms
2.3 Types of Small Scale Manufacturing Firms
2.4 Characteristics of Small Scale Manufacturing Firms
2.5 Formation of Small Scale Manufacturing Firm
2.6 Functions of Small Scale Manufacturing Firm
2.7 Marketing Research Definitions
2.8 Types of Marketing Research
2.9 Marketing Research Process
2.10 The Importance of Marketing Research
2.11 Problems of Marketing Research
References
CHAPTER THREE:
3.0 RESEARCH METHODOLOGY
3.1 Introduction
3.2 Research Design
3.3 Population of the Study
3.4 Sampling Procedure and Technique
3.5 Data Collection Method
3.6 Validation of the Research Tool/Instrument
3.7 Questionnaire Design
3.8 description of Data Analysis and Techniques
CHAPTER FOUR:
4.0 PRESENTATION AND INTERPRETATION OF DATA
4.1 Introduction
4.2 Presentation and Analysis of Data
4.3 Hypotheses Testing
CHAPTER FIVE:
5.0 SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendations
5.4 Suggestion for Further Study
Appendices
Bibliography
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